Branding

CalRep, short for California Repertory and formerly known as the Theatre Department, needed a new identity system to establish its presence and representation both within the University and to the broader theatre community.

They envisioned a logo that was clear, simple, and colorful, designed to complement their photography while supported by a versatile color palette adaptable to different seasons. To achieve this, I paired DIN Heavy with DIN Regular for the primary mark, and used Helvetica in Normal weight for the subheader to provide balance and stability.