Logo and Branding: Melbourne Theatre Company
Posted: September 18, 2012 Filed under: Art & Design, Logos & Branding | Tags: Art, Australia, branding, Culture, design, graphic design, identity, Interbrand, logo-type, melbourne, Melbourne Theatre Company, packaging news, rebrand, stationary, Theatre, typography Leave a comment »
Design agency Interbrand have recently updated their visual identity work created for the Melbourne Theatre Company in time for its 2013 season.
Based on the ‘matrix of intersecting, wireframe boxes’ that surround the theatre’s architectural structure, the original identity drew on the ‘heritage of theatre, while alluding to the contemporary nature of the performances’ with a proprietary typeface that mixes slim and broad humanist characters, sharp junctions, terminals that look like stencil cuts, simple geometry, dual lines and a fluorescent tube finish. This has now been expanded on under the theme of ‘new light’ with a neat direction that allows the typography to play an integral role in illuminating theatrical scenes through photography executed across the collaterals. The result is a clear juxtaposition of light and shade, delivering a strong sense of space and dramatic performance.
