Project Summary
The branding project for “Celălalt Teatru” focuses on creating a visual identity that captures the theater’s essence: authentic, playful, contemporary, reflective, and empathetic.

Vision
To present theater as a space where simplicity and depth coexist, offering audiences relatable and modern stories inspired by everyday life.

Mission
To connect with the public through a sincere, accessible approach that transforms ordinary realities into meaningful art.

Tone of Voice
Honest, approachable, and contemporary, with a playful yet reflective spirit that fosters connection and dialogue.

Design Approach
The logo features minimalist, hand-drawn typography that breaks away from traditional, formal theater aesthetics, emphasizing authenticity and directness. Imperfect cut-out illustrations with retro pop influences incorporate human elements like eyes and mouths alongside theatrical symbols, suggesting dialogue and reflection. The design avoids elitism, celebrating spontaneity and a modern openness that bridges human experience with theatrical art.