The new identity for Queensland Theatre strives to connect with new and old audiences through simplicity, brand recognition and the use of relevant facts, opinions and the translation of theatre speak to something more accessible.
A new wordmark / display typeface was made — the letterforms drawing inspiration from surrounding historical signage, the brightness and contrast of the Queensland Sun, and the long angular shadows that it creates. This results in letterforms with a dimensional physicality.
Used in a compositional structure of masthead and base block, powerful imagery, playful typographic expressions and provocative/engaging language live in-between. Theatre is communication. Ideas presented and considered and dissected. It’s an open conversation. With a new found dialogue that pervades every interaction and experience with the theatre, Queensland aims to bring that back.