Monday, February 6, 2012

New logo: New Theatre


The New Theatre is an independent theatre company in Sydney that has been active for 80 years. Recently, it launched a new visual identity, created by Interbrand in Sydney.

The identity is centered around an NT lettermark - a red N made up of two Ts and a diagonal bar. Applications make clever use of the versatile new mark, supported by single-colour images and bold headlines.
Previous logo.


"This ethos is celebrated through a bold and unexpected identity. At the centre of it all, a new logomark referencing unexpected twists and turns in the form of an ‘NT’ device, that stems from the word mark. The logo combines the three initial letters of The New Theatre into one simple mark. The unique mirrored structure of the mark allows applications and messaging to be rotated. The device is used to communicate the theatre’s aims for constant reinvention, transitions and alternative viewpoints. It allows New Theatre to sit proudly at the centre of their productions, literally stamping them and claiming them as their own. The idea of 'new' collaborations with local businesses and the community also comes to life through product and event partnership." - Interbrand

The applications really let the mark blossom:

Image and video hosting by TinyPic

Image and video hosting by TinyPic

Image and video hosting by TinyPic

Image and video hosting by TinyPic

Image and video hosting by TinyPic

Image and video hosting by TinyPic

Image and video hosting by TinyPic

Image and video hosting by TinyPic

Image and video hosting by TinyPic

Image and video hosting by TinyPic

Image and video hosting by TinyPic

The new branding was launched last month, around January 17.

Of course, you can't write about a theatre introducing a new NT mark, without mentioning the Royal National Theatre's old mark. This clever NT mark was designed at HDA International in the mid-1970s, by Ian Dennis.

The Royal National Theatre's old mark.

Standapart (archive)
B&T
Mumbrella

2 comments:

  1. Very nice and with some neat ideas behind it.

    ReplyDelete
  2. Very attractive logo..!!! Branding Sydney is not easy to promote any business.

    ReplyDelete