The company The Broadway, a fictitious enterprise, owns all the theaters in the area of Broadway street, New York. As a group of more then 40 theaters, the company needs an identity easy to recognize as a group but also suitable for each theaters on its own. 

The new brand has to be able to create new products and posters for new shows, but it must be flexible enough to respect the identity of the most famous posters that already exist, for example The Lion King’s Musical.

 

The identity concept is based on the reflection of reality in theater, the double game between actor and spectator, true and fake. 

Because of this duality, it comes out The Broadway Typography. Its unusual shapes gets so much attention that typography becomes the most important element in the composition. This is why when typography has to be combined with photography, the character and the letter have the same size and same importance. Typography is like another character in the show.