Orlando Shakespeare Theater Unveils New Logo And New Name

Orlando Shakes in partnership with UCF sheds its former name, "Orlando Shakespeare Theater," in favor of "Orlando Shakes" to better represent the theater's mission and diverse body of work. As the theater company has evolved over the last 30 years, the Board of Directors felt that a fresh brand direction was needed to encompass the breadth of the company's productions. The theater's administrative team worked with national firms Arts Consulting Group and Locomotion Creative to complete a year-long process of focus groups and brand research to develop a new look to represent the future of Orlando Shakes.

"We want the community to know that we do so much more than just Shakespeare," says Artistic Director Jim Helsinger. "While we are still proud of our roots and will continue to produce Shakespeare's works, we have so much more to offer. From musicals, to new plays, to children's theater and performing arts education, Orlando Shakes has a diverse array of offerings to suit any audience year round."

The new logo incorporates a quill that harkens to both Shakespeare's time and exemplifies playwriting and new play development, a cornerstone of Orlando Shakes' mission. The use of the modern sans serif font with the handwritten script is a blending of the old and new that symbolizes the classic and contemporary productions featured at Orlando Shakes. The colors, although similar to the current yellow and teal, incorporate warmer tones to symbolize our warmth and inclusivity. Throughout the 2018-2019 Season, patrons can expect to see the theater incorporating the new name and logo on promotional materials and throughout the building.

"With the new brand roll out, we're excited to start a new conversation about our theater within our community and reach new audiences with our work," says Christian Knightly, Director of Marketing at Orlando Shakes.

Funding for Orlando Shakes' rebranding project made possible by Edyth Bush Charitable Foundation.