Mike Rigby and his team at the Australian office of Interbrand have created a remarkably emphatic and effective new identity for The New Theatre in Sydney. 80 years of continuous production has been celebrated with a design which replaces the old logo with a dynamic, almost confrontational stamp, reflecting the straight-talking, fiercely democratic approach of the theatre itself.

New Theatre Brand Video from Interbrand on Vimeo.

Collaterals for the 2012 season all feature a bold use of the single colour logomark, which is readily spray stenciled onto surfaces. Posters, T shirts, badges – even wine labels – help strike home the message.

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