Opening night for new Old Vic identity

The Old Vic, one of London’s oldest theatres, is relaunching with a brand identity created by fledgling graphics and branding consultancy R&D&Co.

The work, which rolled out last week, coincides with the theatre’s reinvention as a production house under new artistic director Kevin Spacey, as well the unveiling of its inaugural autumn programme. ‘For the past five years, the Old Vic has been a receiving house and taken in productions. But from September, everything we put on will be a production of the Old Vic Theatre Company,’ explains the organisation’s marketing director, Viv Wallace.

According to R&D&Co creative director David Carroll, the consultancy was briefed, through a series of staff interviews, to create an identity that drew on the theatre’s past successes, but also reflected its new confidence.

He explains that the marque’s crest, which has been redrawn by freelance illustrator Mike Pratley, captures the theatre’s heritage. The bespoke ‘Spacey’ logotype aims to show that the Old Vic is a ‘future-facing organisation’.

Applications include stationery, signage, print, advertising, merchandising, ticket wallets and a website, www.oldvictheatre.com.

Carroll and fellow R&D&Co creative director Rob Andrews, both previously associate directors at Interbrand, won the work in November alongside former Interbrand verbal identity director John Simmons. There was no pitch.

Carroll and Andrews formed R&D&Co in January.

The Old Vic was established in 1818 and is known as ‘the actors’ theatre’. During the last century, stage legends such as Laurence Olivier, John Gielgud and Peggy Ashcroft have trodden its boards.