The Lyric Theatre
Art Direction | Branding | Roll Out | StrategyThe Lyric Theatre is one of Northern Ireland's most important cultural institutions and their productions are epic in ambition and confidence.
Continue Reading +Our challenge was to create a refreshed brand identity that would match that energy, reintroducing The Lyric in a dynamic and consistent way, while remaining flexible enough to support its vast range of programming. Our design intent was to anchor the identity in the theatre’s strongest asset – its striking wedge-shaped building – and use this as the foundation for a system that balances structure and expression. Above all, it had to reflect The Lyric’s role as a bold, welcoming and inspiring playhouse for everyone.
A PLAYHOUSE FOR EVERYONE
Our refresh reintroduces The Lyric with an identity rooted in place, story, and flexibility. At its centre sits the wedge – the most recognisable element of the theatre’s architecture – now elevated as the primary logo. Confident and instantly recognisable, it provides a strong sense of place and continuity. External lockups and wordmarks extend its use globally.
LYRIC DISPLAY
Central to the theatre’s refreshed identity sits
a customized Lyric Display typeface.
Bold, dynamic and angular, the face has
wedge-inspired details in each character,
giving the theatre a unique typographic voice and a constant tie to its sense of place.
This typeface was an important step in giving The Lyric back its own voice and sense of identity, used everywhere from signage to social and season brochures.
BRAND STRUCTURE
The new brand needed to provide hierarchy across sub-brands including Membership, Learning, and New Writing, while providing a flexible system to communicate with clarity.
A new modular system was designed to simplify brand hierarchy, with wedge-inspired icons marking sub-brands and initiatives. This provided the Lyric team a clear but flexible way to present diverse offerings while staying visually connected.
Project Credits
Ryan Crown
Adam Bell
Tasmin Bryden
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