Studio 8 has rebranded the Central School of Speech & Drama, which will launch its new identity on 22 February.
Studio 8 was appointed in July 2009 following a five-way credentials-led pitch. CSSD chose Studio 8 on the strength of its research andresponse to the school’s historic Embassy Theatre, says CSSD principal Gavin Henderson.
The redesign includes a new logo, bespoke typeface, stationery, internal and external signage, posters and canvas bags. The total budget for the new look was £40 000, and the work coincides with a revamp of the school’s buildings.
Henderson says, ’CSSD’s old image was rather academic and we felt we wanted something more flamboyant and theatrical. Studio 8 lookedat old playbills and produced a modern version.’
Studio 8 created a bold sans-serif typeface in collaboration with type design consultancy Dalton Maag. The internal line through each character nods to classic theatre signs, which were often illuminated with neon striplights.
Studio 8 creative director Zoë Bather says, ’The main challenge was creating the right balance between old and new. The school’s prestigious heritage spans more than 100 years, but with the new identity the school wanted to appear modern, contemporary and dynamic, and [also] appeal to new students.’