In april 2019, EGEAC - an entity that manages cultural activity and equipment - launched a contest for the creation of the graphic identity for Teatro do Bairro Alto in Lisbon. Experimental, this theatre intends to affirm itself as a new space of dialog between audience, screenwriters, actors and play, in an environment of universal accessibility and social awareness. 

The briefing defined the use of the acronym TBA as essential, in a nod to the expression to be announced. It was also important that the communication conveyed the idea of work-in-progress.

Inclusion is the characteristic that best describes TBA’s profile. Its positioning as a starting point that hosts different dialogs, the possibility of appropriation by those who act, dance, speak, visit or simply watch. This is the strategic notion that brings to TBA the motto that defines a brand and communication SYSTEM that’s infinitely adaptable. A universal way of speaking, a sharing that gives, receives and materializes itself in a new result, inclusive, unique and born from Teatro do Bairro Alto.

TBA's identity graphically represents the theatre's experimental and discursive aspects, in a constant and inclusive dialogue that is built and developed according to the surrounding environment.
The perspective, the focus, also changes with the discourse - an open, from equal to equal, ever-evolving speech.
An unique a to identify the Teatro do Bairro Alto, making it memorable. 
Along with the bar on the t, different inclinations define different perspectives and the idea of changing focal points.
the abacus concept
The identity system unfolds, opening up to include speech, imagery or even to associate itself to other entities.
The system also builds itself around the theme, the perspective of the speech that varies and adapts to different audiences. The space between characters becomes an open canvas, that embraces the content it receives, expanding and retracting as needed.

By defining all the different layers of the poster and how they interact, it is possible to create a system from which all of TBA’s communication can be built and evolve.
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05 . 19

creative direction . Sérgio Magalhães
art direction . Catarina Rodrigues
graphic design . João Desidério . Tiago Nogueira
web design . Brian Oliveira
Teatro do Bairro Alto (Branding)
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Teatro do Bairro Alto (Branding)

Branding and communication proposal for Teatro do Bairro Alto — TBA.
27
218
5
Published:

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