THE THORNBURY
THEATRE
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THEATRE RE-BRAND
UNKNOWN GROUP
2024
BRIEF:
To update the 100 year old theatre’s branding and presence within the live music and arts scene in Melbourne, Australia.
Introducing a bold new chapter for Melbourne’s iconic 100-year-old theatre, now reimagined as a dynamic live music venue. The refreshed brand identity blends the building’s rich heritage with a modern sensibility, creating a unique visual language in the city's vibrant cultural scene.
The design contrasts the old with the new, blending classic serif fonts with sleek sans-serif typography to reflect the theatre’s storied past and vibrant future. Iconography inspired by the building’s architectural details— its exterior facade and intricate interior motifs — shapes a dynamic, evolving logo that celebrates both history and innovation.
The colour palette draws from both worlds: bold, contemporary hues like red, paired with traditional colours of pale blue and burgundy — shades once found within the theatre’s walls. This further connects the venue to its legacy while infusing it with new energy.
This refreshed identity not only honours the building’s history but also positions it as a forward-thinking cultural hub in Melbourne’s ever-evolving landscape of live music and the arts.