The Edit: five projects including Pentagram’s identity system for the Shakespeare Theatre Company

Each and every day, we're lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks.

Signifying a new era for theatre in Washington DC, Pentagram’s Marina Willer was invited to rebrand the Shakespeare Theatre Company with an identity that expresses the continuing relevance of Shakespeare through a timely and contemporary lens. Inspired by a central idea of interplay between various dimensions – classic and contemporary, artist and audience, stage and digital, entertaining and learning, intimate and collective, real and unreal – Willer’s team proposed a brand language that overlaps historic and contemporary type within its central logo. Playing on the tension between the past and the future, electric tones and dynamic imagery are combined to bring new light and energy to the classic stories. The supporting type is both modern and neutral, bringing functionality to the brand without distracting from the striking and vibrant imagery. 

For Danish juice maker Rebæl, creativity is blended into every phase of their process; from the seasonally-inspired selection of ingredients and products to the innovative and artistic visual language. Designed by Scandinavian design agency EVERLAND, the fluid identity communicates the rebellious and uncompromising spirit of the company with a sophisticated and artistic flair. Each of the flavourful concoctions is represented by a unique and evocative collage; pairing a watercolour-inspired mark with an intricate illustration to capture “the culinary experience bottled up inside.” Living up to its name, Rebæl’s look pushes the boundaries of packaging within the juice industry, daring to be different. 

Taking place in Bucharest, DIPLOMA Show is an annual festival dedicated to showcasing the new generation of Romanian artists, architects and designers from universities all over the country. For the 9th edition of the festival, organisers The Institut invited designers Claudia Draghia, Sebastian Pren and Radu Manelici to create a fitting identity that would shine a light on students’ work. At the heart of the visual language are the student’s projects themselves which span the creative arts, from fashion and design to architecture and ceramics. These are framed by a giant ‘D’ symbol in a variety of line widths and layouts, drawing attention to the creations in a considered manner. To accompany the symbol and pared-back white key colour, the trio opted for CoType Foundry’s Aeonik; a versatile choice thanks to its extensive family. 

Whilst the CBD market is steadily growing in both markets and acceptance, there is still a prevalent taboo surrounding cannabis-related products. When Madrid-based branding agency Grávita were asked to create an inviting identity for The Beemine Lab (a CBD and honey-focused skincare company) their goal was to not only create branding that would stand out in a saturated market, but to also deliver the company’s story in an authentic way, free of stereotypes. Rather than relying on scientific-heavy imagery and over-explanation, they instead positioned The Beemine Lab with a focus on empowering the study of nature. Characterised by the honesty and transparency of its products, the visual system combines realistic illustrations and typographic compositions (Nissan Kazan’s Lausanne family) with an energetic nature-inspired colour palette.  

A coaching studio for women from New York, Sanctuary’s belief is that positive change comes from the daily practice of attention to one’s self. With this in mind, they want coaching to slot into a woman’s daily routine, in a manner akin to self-care. The Ukrainian team of Igor Kolomiiets and Alice Denysenko devised an identity, name and tone of voice that captures the safe space and explorative environment of the service. The logo, a golden ‘frame,’ suggests a ‘door’ to the sanctuary – corresponding with the central idea of every person’s inner world as their own sanctuary to explore. Furthermore, the gold material adds a sophisticated and luxurious touch. The wordmark is a modified Noe Bold from Schick Toikka, with added ligatures to create balance. The typographic direction is rounded out with Grilli Type’s Alpina and Colophon’s Mabry as versatile and refined supporting typefaces.