The Royal Court theatre launches its latest seasonal programme this week, with designs and a redrawn identity by Feast Creative.
The London theatre appointed Feast Creative to the project last November, following a nine-way creative pitch against consultancies including Guy Chapman Associates and Tangerine UK.
Under Dominic Cooke, who was appointed artistic director late last year, the theatre is embarking on a new direction and wanted a range of promotional literature and a seasonal brochure that would help it compete with rival venues such as the Young Vic.
The literature includes show-specific leaflets, with specially commissioned illustrations to reflect the ideas behind each play. Although the print work did not initially involve the redesign of the theatre’s logo, Feast Creative found that the old marque did not work well with the graphics it had in mind.
As a result, it redesigned the logo with the venue’s iconic Broadway-style lights to reflect the energy of the emerging playwrights that the theatre champions. Feast Creative managing director Simon Williams says, ‘When we presented the new logo to the Royal Court, they told us it felt so right and wondered why they hadn’t done it before.’
The latest designs will be applied across press advertising and posters, and Feast Creative is in talks with the Royal Court to overhaul the website.