The Pegasus Theatre is an Oxford-based arts centre established in 1962. It specialises in a range of performing arts for young people. In 2010 it underwent a multi-million pound refurbishment to provide a new workshop, dressing rooms, dance and rehearsal spaces, as well as creating a new foyer and café for the public. The brief was to develop a new brand that generated interest and excitement in Oxford, that represented the ethos of the organisation moving forward and set them apart from the variety of arts based organisations in Oxford.
Listen and learn
Before any creative was embarked upon, a lot of effort was put in to ensure the needs, expectations, and aspirations of the group were fully understood. A series of workshops, interviews, and consultations were held with all involved in the organisation — ranging from children aged 6 years old to middle aged board members and directors. The conclusion was that the organisation consisted of a diverse number of groups and voices and was much more than a theatre, so it became simply known as ‘Pegasus’. To reinforce this thinking across the board we adopted the new core proposition ‘individual voices in harmony’.
Individual voice in harmony
The brand had to be flexible to represent the variety of voices of Pegasus as a collective, whilst also accommodating them individually where appropriate. The core logo is composed utilising circles of different sizes and colours representing the diverse mix of people, coming together to form the ‘P’ of Pegasus.
The core logo can be split into any one of it’s seven colours allowing it to remain flexible whilst on brand. The supporting wordmark is a nod to Pegasus’s previous Helvetica-based logo, switching to a customised ‘Alte Haas Grotesk’ to give a friendlier more considered feel, which compliments the new brand.
Roll-out included brand guidelines, interior and wayfinding, staff uniforms and accessories, What’s On guides, stationery and virals/stings.
Pegasus had, prior to the re-launch, consistently failed ‘to capture people’s attention’, and to secure the media coverage necessary to grow its audience. Six months after the re-launch, membership numbers had increased by 1,600 to 10,000, outperforming its average six-month figures by 300%.
“It has dramatically improved our ranking. We are no longer an also-ran but are consistently up there in the media with Oxford Playhouse, Museum of Modern Art and Ashmolean.”
— GILL JAGGERS, HEAD OF MARKETING, PEGASUS
Creative Director: Tim Sharp
Senior Designer: Marcus McCabe
Motion Graphic: Charlie Pastor
Copywriter: Jim Farley
Designed at: Uniform