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The Bridge Theatre Brussels Brand Design

The Bridge Theatre Brussels Brand Design

Connecting cultures with performing arts! That is the main goal of the alternative theatre from Brussels, which approached us in 2021 to make an overall branding in order to consolidate its new brand. The Bridge Theatre is an inclusive, sustainable and locally-integrated producing house and also a community venue. Besides operating an English language theatre and a cafe, it also interacts with the local community through learning and participation programmes. Bridge Theatre demonstrates a variety of viewpoints how intersectionality and diversity can play a positive role within multicultural Brussels.

The concept was developed with a focus on the fact that the Bridge Theatre wants to be a genuine and exciting organisation that provides high-quality socially purposeful entertainment in a sustainable way.
In addition to authenticity, an important aspect in creating the design was that it should not be in any way exclusionary or disrespectful to any social group, but at the same time fresh and new without being too formal. The brand has a diverse audience, so therefore it needed to engage both those who could provide financing and those who attend the theatre or the events. At the other hand, the brand also had to not alienate non-traditional theatre audiences, such as youngsters or non-white people.

The recipe was given. The identity we imagined reflects the multicultural social cohesion, the progressive values and the creative playful activities that Bridge Theatre represents. The bridge motif was an ideal and obvious way to illustrate this. In the logo the bridge appears with connecting the E-s in the name The Bridge Theatre. It is a brilliant coincidence, that the shape of the E-s merged together create the edges of a ticket. Even the dome-shaped part filling the arch of the bridge was used for the different graphics (e.g. on posters, icons). Colorwise we added the mix of vivid, attention-grabbing colors, also referring to cultural diversity. The result is a cool and impressive, yet simplified design to open minds and excite curiosity.

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