REPUBLIQUE Design & Branding REPUBLIQUE THEATRE by Scandinavian Designlab

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Industry Cinemas, Theatres & Concert Halls, Business equipment & services, Corporate Image
Media Design & Branding
Market Denmark
Agency Scandinavian Designlab
Creative Director Per Madsen
Released June 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: REPUBLIQUE
Product/Service: THEATRE
Date of First Appearance: Jun 1 2009 12:00AM
Creative Director: Per Madsen (Scandinavian DesignLab)
Account Executive: Christina Orth (Scandinavian DesignLab)
Junior Designer: Robert Daniel Nagy (Scandinavian DesignLab)
Account Director: Anne-Mette Højland Jensen (Scandinavian DesignLab)
Production Manager: Christian Brænder (Scandinavian DesignLab)
Production Manager: Lars Preiland (Scandinavian DesignLab)
Media placement: Posters - Copenhagen - 01.06.2009
Media placement: Season programme - Copenhagen - 01.07.2009

Describe the challenges and key objectives
Copenhagen's new theatre - REPUBLIQUE, is, as the name suggests a contrast to the established Danish Royal Theatre. For REPUBLIQUE, the goal is to create a space for international theatre in Copenhagen, and the ambition is to be able to challenge the creative boundaries to the fullest - and still have mass-appeal. Performances come into existence in REPUBLIQUE's lab, QUE, where artists and researchers are given the opportunity to ask questions and find answers - and behind those, new questions. Thus the theatre is more than just its repertoire. And the repertoire is more than just a collection of performances.

Describe the brief from the client
The task was to create an identity which matched the new theatre's vision: Revitalise, respect - REPUBLIQUE.

Describe how you arrived at the final design
The identity influences the presentation of the individual and highly diverse performances through its mode of expression and colour-choices, thus expressing the theatre's vision in presenting the individual performances, while at the same time having the theatre's overall identity support each and every performance. The circle is used as a symbol for the new REPUBLIQUE theatre and symbolises a community built on shared values across nationality, gender and age and a reminds you that you - the audience - is the focal point.

Give some indication of how successful the outcome was in the market
The identity, which stands out among the identities of established theatres, created huge attention and recognisability for the new theatre within the first month of implementation. The number of people who have joined the Republique has bloomed, proving that the identity appeals to audience members across all ages - giving Republique Theatre a unique position in their market.