Cog has created the identity as a suite of tools, with coloured shapes that can be combined for different uses. The consultancy describes the system as ’the splash’, and Cog director Michael Smith says, ’None of the elements are static – all can change.’
The identity echoes the design of the building, by architect Keith Williams, which will feature a ’spike’ on the fly tower, and aims to convey the idea of movement through overlaid colours.
Smith says that the consultancy has also developed a number of fixed identity elements that can be used by in-house teams and others.
Cog was appointed to the work in February following a credentials pitch run by Canterbury City Council, which owns and funds the theatre. Cog ran a number of workshops and consulted with theatre staff and stakeholders in the development of the branding.
The identity is set to go into use in the coming weeks in recruitment ads.
Smith says he expects it to be used in communications from the theatre following the end of its panto run towards the end of the year.