Identity, visual language, wayfinding and donor recognition system for the new Signature Theatre Center, inspired conceptually by the Artistic Director's vision, and formally by the architectural spaces.
Founder and Artistic Director James Houghton envisioned theatre as an intimate one-to-one relationship between those on stage and off, in perpetual collision, transforming, enriching and redefining what it means to experience theatre. The experience is cumulative and slowly defined over time. It is organic, rewards commitment, and is always in-process and collaborative. It is human, and therefore flawed, but it is honest and revelatory. It is tangible, visceral and immersive.
Just as the Frank Gehry-designed architecture is, the Signature Theatre visual language is an expression of those ideas—translated into a malleable voice, able to modulate and flex in response to the content and nuances of the play, the playwrights and the performers.
The translation of Signature’s mission of ‘theatre as perpetual collision’ extended into the wayfinding typography and the physical forms of the donor recognition array.
The wayfinding system covers the entire front and back-of-house of the 75,000 square foot complex, featuring three theatres, two rehearsal studios, a central 5,000 square foot public lobby with a bar/café and bookstore, and a substantial administrative wing. The donor recognition system is a collection of silver-backed clear acrylic bars that appear to physically intersect with the concrete donor column and with the individual naming opportunities—staircases, walls, elevators, architectural features—throughout the entire Center.
Also created was a temporary fundraising pop-up space, highlighting the features of the Center and displaying Gehry’s working models and three-dimensional sketches.