On the occasion of its 50th anniversary, our studio was asked to create a visual identity of the jubilee including a monograph of the theatre. We took this as an invitation to step on the stage and explore the fantastic world of characters and their adventures, drawing inspiration from the jubilee’s tagline- Half a Century of Play.
Our approach was spontaneous and playful, taking bits and pieces from various design and typography directions, combining frisky lettering with simple and cheerful illustrations while keeping the formal legibility a priority. The aim was to preserve the spirit of the theater’s tradition and to translate parts of the repertoire into visual language, adding an abstract quality to it by introducing much-loved characters as silhouettes seen in shadow plays. The soft and round figurative motives are intertwined with bouncy typography, giving a sense of a unified surface in which the characters and text naturally blend in. For illustrations, we drew additional visual references from impressive modernist murals decorating school walls and playgrounds of the past, with beautifully stylized figures and vivid color palettes. The dominating ultramarine blue in the jubilee’s identity came as an enhanced citation of the theatre’s traditional color-code, with a slightly increased intensity and vigor to communicate better with the contemporary sensibility.