I was asked to rebrand Klaipeda Youth Theater - a theatre troupe formed by a legendary Lithuanian actor Valentinas Masalskis and his ex-students. It is a young team of theater professionals, based in Klaipeda, Lithuania.
The main value of this theater, in their own words, is a diverse range of performances combined with youthful energy, generated by young collective. It is worth to mention, that the actors in this theater not only perform, but themselves build and dismantle the scenography, setup the lights, drive their own tour buses and do all the other necessities voluntarily so that they could always be completely affected by the machinery of theatre.
So the task was to create bold, a rather raw and dynamic brand identity, enough to cover the whole diversity of the repertoire and represent the inexhaustible energy of the troupe.
The old logo - a symbol of water measuring scale - was already widely known among the audience, so I was not given the task to change it. However, it's sharp geometrical shape with thin lines and typography suggested a rigid and classic character. That's quite the opposite of what this theater represents in real life, so the logo needed an uplift.
The solution was to transform a well known shape of the logo into a new dynamic system, where the pattern of the main symbol would constantly change into something unexpected, opening a wide space for spectator's imagination.
The brand's main characteristic element is a set of icons, created to indicate all the different genres the theatre might suggest. They are not only used as descriptions of each performance, so that it would be easier for the spectator to find most suitable performance, but also as the most recognizable element of the identity. These icons can as well be used as an alternative for the basic logo.
