Brand Brief
Archimedes Theatre Fest (ATF), based in Shanghai and Nanjing, is committed to creating a pure and egalitarian theatre festival. The team curates exquisite theatrical works from around the world and oversees touring performances, collaborative productions, and on-the-ground execution throughout mainland China.
The brand name "Archimedes", inspired by the ancient Greek mathematician and scientist and his spirit of free will, reflects the team"s aspiration to return theatre to its roots—highlighting fundamental energy of art and fostering equal, meaningful exchange between creators and audiences.
Domain
Festival, Art
Scope
Branding, Promotion
Brand Identity
ATF's brand philosophy originates from Archimedes' fulcrum, believing that theatre art can access indefinable truths and serve as a fulcrum for change.
The brand's vision is to discover and support theatrical works and creators that are meaningful, courageous, and substantial. It aims to establish an inclusive, equal, and unrestricted theatrical experience that inspires both creators and audiences, and to enable theater to transcend time and space, flourishing with innocence and creativity.
Brand Slogan
ATF's slogan expresses the brand's commitment to driving change in an overheated, commercialized IP market through the power of theatre and art. This philosophy is inspired by the most fundamental action symbolized by "Archimedes"—thinking—which ATF distinguishes as two states: "irrational(无理)" and "rational(有理)". "Rational" refers to the essence of theatre that is rooted in personal inspiration and authentic communication.
Motif Expression
ATF's symbol is designed as a "thinker", with a rough form that conveys a sense of weight and philosophical depth. At the same time, to avoid appearing too serious or austere, it is also designed to express a friendly image by adopting humorous gestures suited to various contexts.
Visual Identity
ATF's visual identity is designed with a focus on three key concepts: "undecorated", "brutalist", and "witty". The overall expression is restrained and minimal.
Avoid using more than four levels of typographic hierarchy on a single layout. Refrain from overly decorative or fragmented expressions, as these can undermine the brand's spirit of "getting to the essence." When special expression is needed, humor and playfulness can be introduced through the motif or actions of a "thinker."
Typography System
For Chinese text, the Source Han Sans SC VF typeface is used to represent a concise and restrained image. For English text, the Roboto typeface is used. Universal grids for both titles and body text were established and applied consistently across all design layouts, enabling even non-designer team members to effectively modify design text.
Credit
Archimedes Theatre Festival
Director - Xiao Liu
Brand Manager - Xinyi Shen
DiceAndFly.Studio
Brand Designer - Taeil Kim