Under one roof

Client: Theater 199
Project: Logo redesign
Year: 2021

A logo redesign and custom lettering for a lovely theatre in the heart of Sofia, founded in the summer of 1965. Its name comes from the number of seats which were available then (those have decreased since). That is why the hall's first logo depicted a roof and the number 199. 

Our objective was to preferably keep the roof element and incorporate it into the new design. That is precisely what we did, additionally involving some more visual metaphors and introducing depth to the idea. The digits 1-9-9 become the front row seats or the heads of the spectators sitting in them, or the actors on the stage lit by on overhead spotlight. The same triangle shifts into an arrow pointing upwards and together with the bottom heavy composition of the elements work as a representation of the underground (literally) nature of the theatre's hall. A black box around the elements serves as a depiction of the dark auditorium when a performance is unfolding.

Apart from the logomark itself, we designed custom lettering for both the title of the theater and its name Valentin Stoychev – in commemoration of its long-term director who managed the establishment from 1991 until his passing in 2007.