CREATE
a new visual language for a local store or institution you believe in.
IDEA
To showcase the core competency of the theaterforthenewcity being THE place for Newcomers to get their first shot in New York City, the word „New“ in the name should be emphasized. After numerous routes this simple solution offers the best base to build information around it - the different base lines open different possibilities to layout text, pictures and to create all sorts of material the theater needs. Additionally a campaign with photo-copied faces of the true stars of the theater was recommended.
THE JOURNEY
Within 12 classes I explored several routes - from static to animated.
At this theater it is all about human connection.
This institution gives newcomer a space (rectangle box) to connect with each other and the audience.
TNC (as the theater is known for in New York) is strongly tied to New York CIty and its theater scene.
Implementing the existing front of the theater house and its typographic dynamic.
animated Logo - new is new all the time.
more emphasis on the position of "new"
NEW in a box (symbolises the space for newcomers, new plays, new moves to create the new city)
Flipping out the word NEW from the typographic presentation of the theater, became the final route. With a simple repositioning of one word within the identification mark, it opens spaces for additional information to place next to it, as well as to emphasize on the core competency of this theatre: to give new talents a place to make their first move in New York City.
Final overview of all explorations before it got to the solution.
Final identiffication mark and base of the new visual language of the Theater ForThe NEW City.
