While concentrating on providing an innovative programme of perfomances within friendly, informal surroundings, Arena Theatre had neglected itself.
Without much of a visual identity to speak of, the venue simply didn't look as good as it is; which is where we came in.
From our research, the stand-out differences between Arena and its peers are: the unique programme of professional and independent/amateur shows (including niche, disability and culturally diverse productions); the possibilities and potential offered by ties with sister venue The Performance Hub; and a dedication to providing great quality theatre at affordable prices, within an approachable environment.
So Arena Theatre is inclusive, innovative and informal.
We also noted that there's a lot going on in the building in addition to the perfomances, such as workshops, clubs and get-togethers. It's not solely a 'theatre' so we wanted to help build awareness of this.
As such, we've repositioned Arena Theatre as 'the little venue with big ideas'. Those few words encapsulate the essence of the place – and we specifically used the word 'venue' to introduce the idea that there're other things going on, in addition to the shows.
A large part of Arena's new look is due to considered typography. We chose to use Futura Extra Bold (Caps) for the logo and headings. The typeface was designed to 'express modern models' and is of the Bauhaus school, which was all about unifying, appealing, accessible, egalitarian design; all of which fits nicely with Arena.
We devised the colour palette to be light, bright, welcoming, and to work with the existing interior design. The colours sit well together but are also able to be broken down into segmented palettes, allowing gentle colour-coding whilst retaining the feeling of a single, cohesive and distinctive palette.
Other brand devices include use of the + symbol, and coloured overlays which help link copy with images and highlight particular shows, in a magazine-like style.
The primary application of the new look is the season brochure, the cover of which is much clearer and cleaner than the previous design (despite containing more information).
There's a grid within the brochure, helping keep content easy to browse and to read, but it's designed so that page layouts can vary and not appear too rigidly structured. It's consistent without being samey.
This coffee table magazine style really sets the tone for the brand, makes the brochure easier to browse, and helps to highlight the range of what Arena has to offer.
A distinctive, appropriate and bold look for this fantastic little venue … with big ideas.
- Brand consultancy
- Brand development