Interbrand creates rotatable identity for Sydney’s New Theatre

Interbrand Australia has created a new identity for Sydney’s New Theatre, which the consultancy says can be rotated through different applications.

Logotype
Logotype

The identity is based around an ‘NT’ logomark, which Interbrand Australia says has a ‘unique mirrored structure that allows applications and messaging to be rotated’.

Rotating identity
Rotating identity

The rebrand also features a verbal identity system that uses ‘surprising, curious and edgy headlines’, such as ‘All men are created evil’, for Lord of the Flies.

Posters
Posters

The consultancy says, ‘Visually we avoided the cliché of glossy, dramatic portraits of actors and instead opted for simple, relevant, on-colour, iconic images.’

Season posters
Season posters

The rebrand programme was led by Interbrand Australia creative director Mike Rigby and design director Chris Doyle.

Signage
Signage

The New Theatre, which was established 80 years ago, is one of the oldest independent theatres in Sydney.

Latest articles