London theatre Sadler’s Wells has appointed Spencer Landor to redesign its visual identity, after a three-way paid creative pitch against CDT Design and Oxygen. The shortlist was drawn from an initial list of 12 groups.
The theatre is being redeveloped by architect RHWL with a 40m Lottery grant. It will reopen in October 1998 with refurbished interiors and a new identity.
“While remaining faithful to the heritage and affection felt for the old theatre, it is an opportunity to refocus the image and values of Sadler’s Wells to adventure and innovation for the next millennium,” says a theatre spokesman.
The new identity will appear on all corporate literature.