A Contemporary Theatre

Identity Redesign
Winter 2021

Steven Watson
(Turnstyle, Seattle)

A fresh, evocative identity redesign for a staple in the Seattle theatre community. The current brand fails to embody the ACT mission statement, and thus seperate the theatre from its competitors. “ACT strives to produce theatre for a bold audience, envisioning a world where the power of theatre expands our collective  understanding of community and our own humanity.” 

This reimagined identity is easily implemented into a variety of applications, employing sleek, bold typography combined with the strategic use of a seasonal brand color that would change year to year. The brand also features dramatic cropping on high contrast black and white stage photographs to highlight the visceral, yet mysterious nature of live theatre.

The logo is assembled from the shapes of the ACT’s three primary stages, thus distinguishing it from local competitors. This identity features one primary logo and three logo variations to be used in relation to specific performances or events to subtly denote their location on materials such as performance posters, programs, etc. The three stage shapes are also used as a supporting graphic element throughout brand applications.