OBJECTIVE: Rebrand DC’s premiere international theatre with a unique European look; create a bold, yet elegant logo to boost brand awareness; emphasize the “C” sound for proper pronunciation.
SOLUTION: The word “Scena” is Greek for “stage” or “a scene in an opera”. So we decided to develop a brand that reflected a Greek typeface and logo mark. Early on we aimed to embed the logo mark within the name for a streamlined, minimalist look.
EXECUTION: We incorporated an ancient outdoor Greek amphitheater for the letter “C”. This mark is larger than the other letters to stress the correct pronunciation: “C-nah”. Our tagline promotes the company’s niche: exceptional international plays. It also captures succinctly the profoundly emotional experience of seeing a Scena Theatre production.