JERMYN STREET THEATRE

JST is the West-End’s smallest basement theatre. With a shift over to becoming a producing theatre they needed a new brand identity to reflect this change in direction. Descending the stairs to the intimate basement is part of the theatre’s charm. 

The idea
Closer to Drama. Using this, we developed a stepped custom wordmark, designed to build a sense of drama - leading the audience down to the stage in the theatre below. Then we looked for a unique colour amongst London’s theatre scene. In purple we found a colour that they could own. The oversized JST characters that step diagonally anchor to the edges of the page. 

Outcome
The confined usage references the sense of intimacy audiences experience. Cropping sections of the image into the characters created a sense of drama while acting as a watermark to reflect ownership of each production.

Closer to drama

Created around the idea '7 Levels 'Alive with Culture'

Created around the idea '7 Levels 'Alive with Culture'

Lissinverum, eribus, nat restemosam atur arum il molupta ectibus secuscienis exces non conestor sequat eseque pellam, sant quias essenti onserum fugitibusape minctati comnimus erum si beaquia volupid qui dipis eatiuriassin rerorum aliant, volores et minullo rehendisqui nimi, ipsam la dolupient faccatur, sitia dolores tibusdae pora volesto cusa coris autem denda volende litati aliquatem sitatest pro dem lat. Ibus corerum etu. Gia que qui verspernam, a pro quamus.