Theatre Royal Sydney is one of Australia’s oldest theatres. Established in 1875, it has seen multiple iterations and rebuilds, and in 1976 was redesigned and reopened by renowned architect, Harry Seidler. Featuring Pier Luigi Nervi’s iconic foyer ceiling, this modernist building is now truly a Sydney icon.
What we delivered
- art direction
- brand identity
- campaign design
- collateral
- copywriting
Ahead of the refurbishment and reopening, Damien Hewitt & Trafalgar Entertainment engaged us to create a new identity for the theatre. One that would celebrate its rich history and pay homage to its iconic architecture, but also set a new direction for the Royal’s future, reinstating its position as a premier Sydney Arts destination.
Drawing inspiration from Seidler’s sweeping, modernist curves, and Pier Luigi Nervi’s iconic foyer ceiling design, we created a refined, sophisticated design system. The logomark, a crown motif extracted from Nervi’s ceiling design, sits at the centre of the identity, intrinsically linking the architecture of the theatre, its name, and its location on King St.
Paired with modern typography, a minimal monochromatic palette, and stunning architectural imagery by Pierre Toussaint, the identity was executed across launch campaigns, uniforms, signage, ticketing, stationery, social, and digital. The result is an identity that celebrates a rich history and promises a bold return to centre stage.
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Photography by Pierre Toussaint.
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