Nameless identity for ‘inside out’ theatre in Leicester

Leicester is to house a new theatre with an ‘inside out’ concept that aims to include the community in the experiences, with naming and branding by design consultancy Nameless Brands.

Designed by architect Rafael Viñoly, the theatre will replace the functions of Leicester’s existing Haymarket Theatre and Phoenix Arts Centre. It will open in September 2008.

Leicester Theatre Trust appointed Nameless Brands, following a final three-way pitch, to come up with a name, visual identity and branding for the venue, which will be unveiled this autumn.

According to Nameless Brands creative partner Nic Renn, the branding process is in its initial phase.

‘It’s fascinating because the theatre is a catalyst for an enormous amount of regeneration in Leicester. A number of brands and companies have been attracted to the city and in a way it is off the back of what is happening with the theatre.’

The ‘inside out’ vision for the theatre means that construction, production, craft and technical components will be exposed to public view. The two main performance venues are conceived as islands containing balconies and the stage will be located between the main theatre and the black box, while stage, workshops, lobbies and reception areas can be divided by a series of movable walls and sliding curtains.

The branding will be applied to brochures, posters, promotional materials, tickets and all interior and exterior signage.

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