Freies Theater Hannover offers a diverse programme of classical and contemporary theatre, multimedia productions, musical experiments, modern dance and educational initiatives for both children and adults that take place across many of Hannover’s independent theatres.
Bureau Hardy Seiler, working in collaboration with Created by Monkeys, was recently commissioned by the organisation to develop a new brand identity solution that would unite the diverse programme and the variety of locations under one unified visual system, deliver a recognisable visual impact across the city and convey some of the emotion of live performance. This was achieved through the juxtaposition of sans-serif and serif typography, bright geometric illustrative detail, black ink and unprinted white space across a stationery set and a bi-monthly mailer that doubles as a poster.
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.
Musical Theatre Network is a London-based organisation created to support and champion the development of new British musical theatre. The organisation’s visual identity, created by brand and design agency Glad, ‘expresses the essence of the network; connecting individuals or groups to create something new and exciting’ through an identity solution that cleverly leverages the length of the name to build a series of simple but communicative anagrams.
These are appropriately drawn from a grid-structured sans-serif logo-type built from wide and slim humanist, geometric letterforms, consistent diagonals, a contemporary single line weight and square terminals – similar to 19th century London transport signage achieving a sense pure information and communication which resonates well with theatrical expression – contained within a blackboard reminiscent of classic illuminated theatre and cinema hoardings. The result delivers conceptual and expanding richness with subtle modernistic sensibilities through smart observation and a visually straightforward combination of letter-forms.