Lichfield Garrick Branding

Description

The Lichfield Garrick is a modern theatre and registered charity. Its two main performance areas become dynamic stages for many shows and performances which run throughout the year.

The purpose of the theatre is to champion youth and adult community performances and host many touring and local theatre shows.

In their sixteenth year, senior management ‘felt our current branding no longer reflected the modern-day theatre and independent charity we have proudly become’. They approached Brand Jam for a rebrand to better represent this position locally and nationally.

In response, we designed a brand strategy introducing new logo designs, colour pallets, typographic styling, indoor and outdoor signage, and promotional and corporate re-designs for use across print and digital media.

 

The Creative Brief 

After receiving an initial brief, we visited the theatre and worked closely with senior management to intimately understand the inner workings of the not-for-profit organisation. From this, we developed a big idea that became the lynchpin on which to craft a new brand identity.

 

The Challenges

Over time, their current branding had become irrelevant and no longer added value. The visual identity associated with the theatre needed a fresh, rejuvenated look. One that would build on the theatre’s successes, taking it to a new level during its journey to build and enhance communities through performing arts.

 

Our Creative Response

To renew their position in the community, we developed new vision and mission statements and interlaced them with Lichfield Garricks’ brand values. These ideas inspired us to create a distinctive ‘perspective’ look that will become a consistent and recognisable brand symbol for all to know.

 

Signature Logo

As a dementia-friendly organisation, the new logo needed to be simple, clean, modern and forward-looking. The signature logo also had to be practical to use across building signage and placed on various marketing materials without distortion.

We created a clever two 2D drawing that challenges what you see. As your eye is drawn to the shape, colour and then form, you gain a new ‘perspective’ every time you encounter it.

The power of the new logo lies in its ability to reframe common misconceptions associated with visiting the theatre. Not just people’s view that theatre is only for the elite but also how a story told in performance could reframe a life experience or thought process within anyone.

 

The result is a contemporary logo that provides maximum presence, a clear message and a huge amount of flexibility, mainly when used in 3rd party touring posters.

 

Colour pallet

We introduced a vibrant colour pallet to inject energy into the new brand identity, sporting fresh, pure colours.

Red is the signature colour to provide continuity, with supporting blues, yellows and greens to support the new vibrant look. The four colours work together beautifully, creating a flexible, bold, forward-looking brand. Our colour pallet allows Lichfield Garrick’s signature logo to be placed into several different backgrounds without worrying about it jarring or becoming lost in busy posters.

 

Typography

Typographic style is a core element of Lichfield Garrick’s brand identity. We chose a font with clean lines and legibility across digital media and printed collateral. It’s warm personality and open character style lend itself to being dementia-friendly whilst reflecting the brand’s positioning as a modern theatre.

 

Green Room Logo

The Green Room is a cafe and social space where visitors and patrons can relax and enjoy good food and various drinks.

It’s open to everyone every day. The styling of the Green Room logo remains the same as the signature logo but carries a slight tweak. It has a distinctive darker green colourway and a slightly altered shape to give this social space its ‘own’ look and feel while remaining ‘on brand’.

 

Our final thoughts

Rebranding an awarding-winning theatre was an immersive and absorbing challenge. We set out to showcase who the Lichfield Garrick are using a new brand identity that aligns entirely with their vision. We wanted to add maximum value and create a cohesive brand that the Lichfield Garrick are proud to share with others.

Who are the creatives?

Chris Robinson and Sarah Hackett are the lead brand strategists and creatives for the Lichfield Garrick rebrand project. Find out more about them here or contact us for a chat about a branding project here

  • Categories : Branding