Brand Identity Design I Love.

Located in London, The Bridge Theatre will be the official home of the London Theatre Company, an independent producing company focusing on new shows, as well as staging the occasional classic. This simple but powerful identity for the new theater has been designed by UK agency; Koto.

There are as many ways to design a brilliant brand identity as there are ways to skin a cat – so whilst there are many wrong ways, there is also usually more than one right way. The role of brand identity is to represent the proposition of the brand (and it’s key layers of strategic definition), in the right visual language that represents the brand’s personality, in a way that will engage with the right audience. A brand identity design may draw on any combination of these communication objectives in order to be successful.

And then there is the element of memorability. A brand may communicate the right thing to the right person, but if it doesn’t leave an indelible impression it has only done half its job. A brand identity can be memorable through a unique visual image, a unique colour combination, or as in this case, a conceptual play that invites the audience to solve a conceptual puzzle.

Whilst the contemporary and bold crafting of type design is on-brand, it is the bridge element (or beam as they have called it) that provides the element of memorability. The ‘beam’ provides a conceptual play that engages the audience in its solution. The beam turns an everyday type mark into a unique piece of brand visual language. The beam also becomes a powerful design element in its own right, providing the brand identity with the flexibility required to stretch across any number of applications. When seen alone, the beam connects back to the brand mark, but also implies a duality of light and dark, classic and contemporary, current and future, a theme with great relevance and significance to theatre.

This Bridge Theatre brand identity is a reminder that a simple thought expressed graphically is and always will be a winning brand design strategy.

Dave Ansett
David is the founder of Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more here
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Pics courtesy of Koto