The Edit: five projects including Pentagram’s identity system for the Shakespeare Theatre Company

Each and every day, we're lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks. Signifying a new era for theatre in Washington DC, Pentagram’s Marina Willer was invited to rebrand the Shakespeare Theatre Company with an identity that expresses the continuing relevance of Shakespeare through a timely and contemporary lens. Inspired by a central idea of interplay between various dimensions – classic and contemporary, artist and audience, stage and digital, entertaining and learning, intimate and collective, real and unreal – Willer’s team proposed a brand language that overlaps historic and contemporary type within its central logo. Playing on the tension between the past and the future, electric tones and dynamic imagery are combined to bring new light and energy to the classic stories. The supporting type is both modern and neutral, bringing functionality to the brand without distracting from the striking and vibrant imagery. For Danish juice maker Rebæl, creativity is blended into every phase of their process; from the seasonally-inspired selection of ingredients and products to the innovative and artistic visual language. Designed by Scandinavian design agency EVERLAND, the fluid identity communicates the rebellious and uncompromising spirit of the company with a sophisticated and artistic flair. Each of the flavourful concoctions is represented by a unique and evocative collage; pairing a watercolour-inspired mark with an intricate illustration to capture “the culinary experience bottled up inside.” Living up to its name, Rebæl’s look pushes the boundaries of packaging within the juice industry, daring to be different.