A new brand for the Sovremennik Theatre in Moscow. In 2021 Sovremennik celebrates its 65th anniversary. For the anniversary theatre is renewing its values, visual codes, and graphic identity.
The concept of the new identity is based on the theatre’s old graphic design from the 60s and 70s. Back then posters were only using typography with no pictures. We took that idea and tried to amplify it: the new “logo” of Sovremennik is written in the same font as all other information.
While working on the new identity we realized that a lot of words in the Russian language with the same prefix “CO-“ are in tune with values that the theatre’s new team is bringing: conservation, connection, collaboration. These words became a part of the theatre’s new brand communication.