The use of colour in visual identities of theatres

Abstract

Visual identification is an important element of branding any organisation. The concept of visual identification was studied in order to understand the importance of the visual part of branding. The design element of colour was then researched as a prime component in drawing consumers’ attention and effectively portraying the personality of an organisation. The researcher explored colour theory to comprehend the psychology of colour and its use as to why a colour is chosen to feature in a specific visual identity. The theory was applied to practice, as a number of visual identities of theatre buildings were analysed in order to focus on the use of colour and how a particular colour successfully reflects a theatre’s mission statement or artistic philosophy. Theatres strive for individual dynamism and a unique character in their visual identity, presented as a unified visual code which strengthens a company image. The first chapter tackles the concept of visual identity, the second focuses on the usage of colour, whilst the third addresses the application of colour to old and new theatre identities in London and various parts of Europe. A selection of bright colours, particularly red, and/or bold black or white wordmarks, seemed to be predominant features of the theatre visual identities which were investigated.