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The Marlowe Branding

Following an extensive credentials pitch, we were commissioned to create the branding for this new-build theatre in the heart of Canterbury.

The challenges of the brief included the sensitivities of being a Council run project, with an independent delivery team, in a world heritage site, at a time of local authority cuts and political upheaval.

Bringing an informed naivety to the process we were able to cut through any potential cynicism about ‘branding’. We employed a pyramid-style approach, meeting first with the key decision makers and then running workshops with each of the different stakeholder groups. We listened and learned about their aspirations for the project.

Together we were able to create a branding solution that is visually innovative (and reflects the bold move of commissioning Keith Williams architects to build in the middle of the historic city centre).

A large image of the colourful angular element of the visual identity
The angular element of the visual identity shown in three variations

The Marlowe Small Splashes

The starting point for the design was the shape of the building’s most distinctive architectural feature, its fly-tower. Taking that basic shape and giving it a translucent quality allowed us to build up colours like the coloured gels of theatre spotlights.

Early pen sketches for The Marlowe identity pinned up on the walls of the Cog studio
Early presentation visuals for The Marlowe identity showing the fly tower and the early experiments with colours overlapping
Michael conducting a brand workshop with staff and council team
Staff and council team in the branding workshop

4 slideshow images (click image to view)

The Marlowe Theatre : The Marlowe Branding - Slideshow

From workshops to sketches and initial presentation, the research and development stages of the project.

The Marlowe logo made up of two angular shapes that are based on the main architectual feature of the new building, the shapes are blue and orange/yellow, making a darker blue where they overlap, The Marlowe is in in white block capital letters on top

The Marlowe Theatre : The Marlowe Branding - Large Guidelines

A portrait of Ocky Murray, in black and white

The logo is dead (or so the design press would have us believe). We did create a logo for very occasional use but our solution is a full visual identity. Using simple guidelines, every application can be uniquely tailored to be appropriate to its audience whilst retaining the value of The Marlowe.

Ocky Murray
A spread from the published brand guidelines for The Marlowe showing the construction of the colourful, angular splash element of the visual identity
More spreads from the brand guidelines the top page showing different recommended sizes of the mark and the lower different colour variations for the angualr splash element
More spreads showing the colour palette of the visual identity and the primary typeface

The Marlowe Theatre: The Marlowe Branding - Guidelines spreads 2

We created a visual identity that can adapt to be unique in every use, whilst being robust enough to be picked up, in the future, by the Council’s in-house communications team.

The Marlowe Theatre Press Ad

Many people have commented on the new brand. It’s clearly very effective and I have to say I’m delighted both with it, and the highly positive reaction that people have given to it.  Thank you very much for the very hard work and care you’ve put into it.

Mark Everett
Theatre Director
Cover of Join Us leaflet with another configuration of the triangular splash elements of The Marlowe identity
Three panelled leaflet using the coloured splash device in the bottom left hand corner

The Marlowe Theatre : The Marlowe Branding - Join Us Leaflet inside

Press advertisement

The Marlowe Theatre Join us leaflet cover and unfolded inside

Letterboxed shaped voucher holder with a rich blue background with the triangular splash elements of the The Marlowe Identity in yellow
Back of voucher older with detail of the overlapping yellow triangular elements on a rich blue background

The Marlowe Theatre : The Marlowe Branding - Gift Voucher Back

The Marlowe Theatre gift voucher front & back

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