Cygnet Theatre: Signaling an Elevated Experience.

With its move from a cramped temporary space to a state-of-the-art performance facility in a bustling arts district, Cygnet needed to communicate a significant step forward.

A re-tooled design system—building on the visual identity developed by MiresBall in 2018—highlights the organization’s ascension to the “major leagues” of the local theater community.

Moving Upstream
The new visual identity and design creates a sense of grace, stability, and stature while retaining core elements of Cygnet’s previous identity—an iconic black swan and its signature color scheme.

A circular holding shape brings the redrawn swan and its distinctive red beak up close, while enabling a consistent look on any background.

Beyond the Bird
The updated wordmark is bolder, friendlier, and less constrained than its ultra-condensed predecessor, reflecting the organization’s expanded footprint and vision.

A rich, dark red added to the brand palette further reinforces Cygnet’s evolution.

Staging the Stories
Cygnet’s identity system flexes to convey the themes of each show, with typography becoming more expressive and impactful. Images range from dark and thought-provoking to joyous and lighthearted, while an expanded set of vibrant colors maintains a cohesive feeling across the season.
Together, the new design elements create more visibility—and more opportunity to engage a new, younger audience with the entertainment value of live theatre experiences.

Showcasing the Shows
The plays take center stage on a redesigned website, with bold, colorful images that fill the screen and promote ticket sales.
Shifting to a more monochromatic approach—a purposeful move that keeps the focus on shows—the site presents evergreen content with a system of simple, flexible modules.