Citizens Theatre
Branding
The rebrand of the Citizens Theatre following the merger with sister company TAG Theatre. Based in the Gorbals area of Glasgow, the Citizens produces a broad spectrum of work, ranging from professional productions for its main auditorium through to creative learning and engaging with the community.
Identity Design & Guidelines
A new brand marque was created for the theatre to be strong, clean and easily recognisable. The logo reinforces the new values of the Citizens Theatre –
as a bold, modern and confident organisation.
Following the creation of the brand marque a distinctive but flexible visual language was developed. The visual language allows materials to be consistent and 'on-brand' but still allow individual productions the creative freedom desired by the artistic directors.
A key element in the visual language is the peak device. A unique and strong visual style this subconsciously references the iconic architecture of the theatre building. The device works on a practical level allowing the identity and key contact information to be highlighted and separated from other visual elements.
Brand guidelines were also developed to protect the integrity of the brand but also to allow partner organisations
Season Brochure
The flagship brochure for the theatre is produced twice a year (Spring & Autumn) and features all up coming productions. The bold & clean typographic approach of the cover (highlighted with a spot uv varnish) provides a contrast to the diverse range of materials featured inside the brochure.
Marketing Materials
A key part of the Citizens brand is ongoing marketing for individual productions.
The branding and visual language provides flexibility to support artistic director's vision for the production and to create unique look and feel in-line with it.
The branding and visual language provides flexibility to support artistic director's vision for the production and to create unique look and feel in-line with it.
The diversity of productions requires a broad range of creative skills and approaches to create bespoke materials. This covered everything from art direction, photography, illustration and typography.
