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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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Haverstock designed by Spy

Logo and print with coloured paper and foil detail designed by Spy for architecture firm Haverstock

Haverstock is a UK based architectural practice that specialises in public-sector projects with a strong humanistic approach that enables “clients and the people who use the buildings to have a voice, and to shape the way their building ends up”. Following the retirement of Haverstock’s founding partners design studio Spy was commissioned to develop a new brand identity for the firm—which included a new logo, logo animation, website and stationery set—that would reflect a new era now led by “younger partners with fresh ambitions and perspectives”.

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