New Visual Identity for Norwich Theatre Royal, Norwich Playhouse and Stage Two


Norwich Theatre Royal, Norwich Playhouse and Stage Two unveil a new logo and brand identity, a new website and a new state-of-the-art box office system.

Norwich Theatre Royal, Norwich Playhouse and Stage Two are coming together under the umbrella name of Norwich Theatre. The three venues have been formally part of the same group for many years but this will be the first time they have shared a joined-up visual identity and website.

Bold, dynamic and distinctive, the new brand identity will provide a clear and coherent voice for an organisation with unrivalled history and ambitious plans for the future. It will reflect the organisation’s growing position as an internationally-recognised cultural organisation, the high quality and diversity of its artistic programming and community work, as well as a commitment to engage with a growing and ever-changing audience. Alongside the new visual identity, there will be a new box office system to improve the customer booking process, and all three venues will come together within one website – – showcasing a modern look to appeal to current and new audiences alike.

Stephen Crocker, Norwich Theatre Chief Executive, said: “We are delighted to kick off 2020 with these exciting new developments. Over recent years we have been working hard to develop our programme both on and off our three stages.  This has seen major new partnerships with artists and companies from around the world, our first ventures into commissioning and producing new work, and a major expansion of our Learning & Participation programme.  However, these are just the early fruits of our hugely ambitious plans for the future that will see our stage programmes continue to develop and diversify with more new work made here in Norwich; see our audiences and participants continue to broaden and increase and see us play a leading role in establishing Norwich, Norfolk and the East of England as international destinations for culture.  Critical to this is a refresh of our visual identity, building on the strength of our local loyalty but also firmly establishing our organisation and its three stages as a brand on a global platform.

It is also vital for our future that we listen and respond to the feedback of our audiences, participants and visitors and that first impressions of our organisation, often through our website and booking processes, are that we are accessible and engaging.   I am delighted that we have been able to do this and are launching a single brand new website that reflects the huge range of work we do and that will allow web- visitors to better engage with us accompanied by a state-of-the-art new Box Office system which will be easier to use and, through its new functions, give greater choice and convenience.”

The new visual identity was created by branding agency Rose Design. Garry Blackburn, Rose’s Creative Partner, said: “Our brief was to create a brand identity to reflect the new vision for the organisation. We recognised the love and support for the theatres, not only historically but their reputation as key cultural players in Norwich and Norfolk.

“We reviewed the brand architecture to emphasise the family relationship across the three venues. The name Norwich Theatre represents the family name; the venue names represent their individual personalities. With this in mind we created a marque using three concentric N’s, to act as a family crest for the three theatres.”

New website

At the heart of the rebranding is a new joined up website, created by web designers Substrakt. The website will enable visitors to find out what is happening across the three stages and beyond, from packed seasons of world-class theatre to inspiring courses for people of all ages, from booking a meal in the restaurant to the latest news.

Key features include a modern, refreshed appearance optimized for desktop, mobile and tablets; a cleaner design and navigation system that will direct visitors to the information they need much faster, and a smoother online purchasing system for all productions, courses and events.

Paola Pozzi, Norwich Theatre Marketing & Communications Director, said, “We are very excited to go live with our new website which offers a much smoother and more user-friendly browsing experience for all our visitors. The site has been designed to showcase Norwich Theatre’s wide range of events and activities with its own distinctive identity and a modern design that better represents who we are as an organisation.

“The aim for the new website is to provide a one-stop shop for all our visitors – whether you buy a ticket to a performance, book a meal in the restaurant or make a donation to one of our community projects, we want to make sure our visitors have a great online experience and get what they are looking for easily. We are delighted with it, and hope that people will enjoy the new site.”

New Box Office System

Alongside the new website, the new ticketing system Spektrix will make the booking process quick and easy when booking in person, by telephone or online.

Some of the main features include the option to buy multiple shows in one transaction, pre-order interval drinks or book meal deals together with your ticket. The new system will also be able to recommend other shows that may be of interest, making sure patrons will never miss out on a great performance. 

In line with our commitment to providing greater access to everybody, there will also be great new features for access bookers.

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