Colliding Old and New for a new generation.
The Globe is like no other. With the vision of making Shakespeare accessible to all, it is a faithful reconstruction of the open-air playhouse from Shakespeare’s times.
Here you can really hear what the first audiences heard and see what they saw. It’s raw, real, and more than any other theatre, it’s alive.
The Globe delivers an extraordinary experience in learning and emotions, love, tragedy, revenge, comedy and joy. We created an identity that is equally creative, experimental and expressive – and relevant for a modern audience.
WHAT WE DID
We embraced the artistic ethos of the Globe. Our approach was not to solve, but to explore, which allowed the guiding principles of the brand – radical, irreverent, physical and experimental – to emerge. Working with the Globe’s cultural advisers, Morris Hargreaves Macintyre (MHM), we defined a new mission statement, or ‘the cause’, for the Globe: ‘We celebrate Shakespeare’s transformative impact on the world by conducting a radical theatrical experiment’.
For the new identity the last piece of the original timber used to rebuild the Globe was hand-carved into the distinctive 20-sided shape. A red ink print of the block by printers, St Brides’ Foundation, retained the grain of the wood in the print and became the symbol of the brand. In an echo of the Elizabethan tradition, the mark has no fixed size or position – a freedom of movement that is contemporary today.
The colour palette - shades of red, black and white – is drawn from the inks available to printers in Shakespeare’s time. The editorial design of the season’s brochure follows the template of the first Folio, the original 1623 layout with a new modern prominence.
We continue to work with Shakespeare’s Globe, the latest project being radical experiments with its commercial merchandise and communications.
"The Globe’s new visual identity has been met with a wonderful reception. The identity is firmly founded on the unique essence of the Globe’s amazing architecture and really brings to life the key tenets of our new Cause and brand model. It has a wonderful elegance and contemporary feel which we are confident will allow us to communicate what makes the Globe so special to both our domestic and international audiences and visitors."
Chief Executive, Shakespeare's Globe
Drum Design Awards
Brand Impact Awards
WPPED Cream Awards
Creme De La Creme
Creative Review Annual
Design Week Awards
Fast Company Innovation Awards