Established in 1932, the New Theatre is a proudly independent theater in Sydney, Australia. “We’re not slick, we’re not refined and we don’t conform,” is only one of many statements it makes, “We believe in artistic and social expression, not just escapism. When we take the stage, we’re for real.” Or “We’re driven by passion, not money.” You get the point. This past January, New Theatre introduced a new visual and verbal identity created by the Sydney office of Interbrand.
Established in 1850, the University of Sydney is Australia’s first and oldest University. Here we have what’s known as a “sandstone university,” — an unofficial moniker attached to those institutions regarded as the older, and more prestigious — it’s like using “Ivy League” as a shorthand for privilege, class, establishment, achievement, etc. In a rather long-distance collaboration, the University was rebranded last year/early this year by Lippman Hearne in Chicago, who created the strategy and logo, and Moon Sydney, who handled the identity.
Sydney is a city of 4.5 million people in Australia, it has a beautiful harbour in the middle, mountains to the west and dozens of beautiful beaches on its eastern coast. Unfortunately a common critique of the city is that these beautiful surroundings mean it spends too much time on leisurely pursuits at the expense of deep thinking, artistic or cultural tendencies. Indeed, leveraging the attractive scenery can only get you so far, and just like the Federal Government’s recent effort at creating Brand Australia, there is now a shiny new “Brand Sydney” to help communicate all that is good and great about this fair city for tourism, investment and major events.