Curve
Brand creation
Leicester's new £61m theatre is designed to bring wide-ranging performances closer to the audience. The circular, open architecture challenges familiar boundaries in theatre. Morning were chosen to create the name and brand for the jewel of Leicester's cultural quarter.
The name had to have meaning,
but be generic enough so as not to alienate the diverse population of the city. The identity reflected the nature of the building, the flow of the lines and the transparency of their theatrical process.
Curve's brand: Rich in imagery, forward-thinking and adaptable, perfect for a destination with such artistic ambition.
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