Rebranding a cultural institution
This project was undertaken on the MA Graphic Branding & Identity course at the LCC and has been accepted by The Leatherhead Theatre board to be implemented in early 2010.
The theatre’s internal Brutalist architecture predates the National Theatre and the Barbican Estate. This was the main inspiration for the logotype and the visual language. Utilising a modified version of Paul Renner’s typeface, Futura, the vowel letterforms were replaced with modernist shapes to draw connotations to the nature of the Brutalist design.
Black and white were chosen as the core colours of the brand to help eliminate extraneous printing and production costs. Subsequently, the promotional materials have a more powerful appearance.
A series of posters were designed to promote the visual language and to create a dialogue between the theatre and its audience. This was achieved by using an excerpt of a famous lyric for the viewer to complete in their mind.
