Sydney’s New Theatre rebrands

Alternative theatre company New Theatre has rebranded to mark its 80th anniversary.

The idea behind the new visual identity of the Sydney theatre, which has its roots in communism in the 1930’s, is to represent the brand’s history of breaking new ground in contemporary theatre and turning well-known plays on their head.

Collateral for the new season, theatre signage, posters, a promotional video and floor media are part of the revamp, which was devised by Interbrand Sydney.

A press release from the agency read: “New is a people’s theatre in the truest sense. Their ethos is about celebrating alternative theatre, offering unexpected twists and engaging experiences, and helping to grow the careers of anyone and everyone who wants to get involved.”

“Visually we avoided the cliché of glossy, dramatic portraits of actors and instead opted for simple, relevant, one colour, iconic images.”

“The New Theatre brand dominates the season aesthetic, employing a layered, screen printing aesthetic, the work speaks to New’s grass roots approach.”


  • Creative Director: Mike Rigby
  • Design Director: Chris Doyle
  • Strategy: Michelle Traylor, Dean Christie, Gareth Stewart
  • Designer: Eric Ng, Diana Chirilas
  • Writing: Chris Lamont, Lex Courts, Chris Doyle
  • Client: New Theatre

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