The Gate Theatre.
Rebranding an iconic Irish Theatre.
The Gate Theatre have been at the forefront of Irish Theatre for almost a century and has gained an international reputation for works produced at home and toured internationally. From a brand perspective however the Gate had a range of logos in operation, multiple design styles and no consistency across its various forms of communication.
This was causing an issue for the Gate in communicating to their audience and brand recognition. For the team at Midnight this was a real challenge as over the years so many variants of the brand existed in every nook and cranny of the Theatre.
The solution for the new came from looking to the past. A variety of initial ideas were tabled to figure out the new direction but the end result was chosen from taking inspiration from the past of the Gate.
When the Gate theatre was founded in 1928 there was a spirit of innovation and experimentation which offered Dublin audiences an introduction to the world of European and American theatre. We aimed to recapture that history and craft a new brand that reference the rebirth of that spirit of innovation and experimentation. The new brand is literally the stacked characters of the Gate with the new letterforms breaking out from the other characters.