Logos & Branding for Theatre — BP&O

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Theatre Royal Plymouth designed by Spy

Opinion by Richard Baird.

Business cards for Theatre Royal Plymouth designed by Spy

Theatre Royal Plymouth (TRP) is the largest and best attended regional producing theatre in the UK and leading promoter of theatre in the South West. It runs a diverse programme of performances, activities and events, and has a 1300 seat auditorium capable of delivering West End musicals, opera and ballet, as well as a smaller 175 seat theatre for experimental productions. The building, located on Plymouth’s Royal Parade, also houses a café, restaurant and community performance space.

In response to increased competition TRP looked to diversify its audience, retain current visitors and to improve the uptake of its outreach programmes through a new visual identity system as part of a wider regeneration project. Developed by London based Spy, the visual identity system was created to reflect the dynamic nature and joy of experiencing live performance and to connect with a broader audience. This was achieved through a vibrant colour palette of shifting planes, patterns and light, and a holistic approach that, alongside logo and print, included animation, signage and wayfinding.

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Insiders designed by Garbett

Logo for Sydney Opera House’s membership program Insiders designed by Naughtyfish

Insiders is the membership program of Sydney Opera House launched to nurture customer loyalty, increase market share and raise the frequency of attendance through priority booking, discounts, dress rehearsal ‘sneak peeks’ and invitations to meet staff and artists.

Multidisciplinary design agency Garbett, formerly Naughtyfish, were recently commissioned to ‘evolve’ the Insiders visual identity, positioning it as a retail product with greater focus on communicating the value proposition for members, to meet the changing focus of the Sydney Opera House program and represent the shifting perceptions around the brand. The project involved trademark design, posters, welcome pack, brochures, membership card, digital advertising and brand guidelines.

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