Striking look for revamped theatre

THE curtain has risen on a striking new visual identity for a historic Suffolk theatre celebrating its re-birth. A re-brand with a new-look brochure and website created by Colchester-based design and branding consultancy Silk Pearce is set to mark the re-opening of the restored Theatre Royal in Bury St Edmunds.

THE curtain has risen on a striking new visual identity for a historic Suffolk theatre celebrating its re-birth.

A re-brand with a new-look brochure and website created by Colchester-based design and branding consultancy Silk Pearce is set to mark the re-opening of the restored Theatre Royal in Bury St Edmunds.

The theatre, the UK's last surviving Regency playhouse, was closed almost two years ago as it underwent a £5.1million top-to-toe restoration which involved stripping back the auditorium to re-expose previously covered architectural features. Its facilities were also upgraded and expanded.

Silk Pearce was appointed in February this year to come up with a brand makeover in the build-up to the re-opening of the venue on September 11.


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The company came up with a distinctive new logo with four concentric arches made up of a series of blue and buff-coloured circles.

The arch shapes echo the theatre's distinctive Regency architecture, and are used as a visual metaphor for the friendliness and inclusiveness of the venue.

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Although it is being restored as a valuable piece of Georgian and UK theatrical history, the site will host wide-ranging contemporary productions, including stand-up comedy, dance, drama, music nights and family shows.

The Colchester design team also created a complete new visual identity for the theatre, based on repeating patterns of radiating circles and squares, using a palette of colours to match some of the traditional Georgian tones being used inside the restored auditorium.

The first wave of work includes a re-design of the theatre's corporate stationery, the first season's brochure and a new-look website.

The team also advised on the design and colour of staff uniforms and badges, tickets and ticket wallets in preparation for the re-opening.

To complete the brand makeover, Silk Pearce has supplied a detailed corporate identity guide to help ensure the look and feel is maintained across future promotional items.

Theatre Royal marketing manager Matthew Sanders described the new look as “striking”.

“Silk Pearce's designs and branding advice will ensure that all of our printed and online communications work together to reinforce our core message of being an inclusive theatre offering superb entertainment for everyone,” he said.

“Our striking new visual identity reflected our history and origins as an almost 200-year-old Regency theatre that has been very carefully and sensitively restored but also signals our re-birth and transformation into a top venue for the performing arts in the eastern region.”

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