Founded in 1920, Ugala is one of Estonia’s oldest and largest professional drama theatres. Its repertoire has something for everyone, from children’s shows and musicals to classical and contemporary drama. Each season usually includes 10 new productions and around 300 performances.
We were asked to develop a visual identity that would give the theatre a fresh feel for the younger generation without intimidating the existing audience. The logo, designed by Juhan Kanglilaski in 1931, is one of the best examples of art deco in Estonian graphic design. So, we gave it a pair of staring eyes and created a typography-based system around it, thus bringing the logo to life. As print is Ugala’s main visual communication channel, we designed a dynamic framework to make the message easily understandable, aesthetic, and unique.