Responses by Marina Willer, partner, Pentagram.
Background: The brief was to create a new brand identity for the Shakespeare Theatre Company (STC), expressing its audacious approach to classic themes with a contemporary point of view and appealing to both its existing and new audiences.
Design thinking: We designed a logo combining classic and modern typography using the letters STC and creating an interplay between the two, reflecting how STC gives Shakespeare’s historic plays a new angle. The full name always appears in modern typography as a support wordmark, and the imagery is electric and vibrant, reflecting STC’s fresh point of view.
Challenges: Presenting Shakespeare in a new light and showing the relevance of the themes in our times.
Favorite details: I’m really pleased with the combination of all elements that form a complete language both energetic and unique.
New lessons: Every project is an opportunity to learn. In this case, it meant diving into all of Shakespeare’s plays and looking at how different directors and artists have presented these classic topics in provocative ways.
Specific project demands: Theater faces challenges in attracting audiences, especially with the growth of digital channels and new audience habits post-lockdown. There is much more pressure to attract attention now without dumbing down the artistic value of these plays.