Their archive from the last forty years—but especially when researching when the Tramshed name was still in use—uncovered a range of identities from across that time. Polari refined these into a simple logotype which references the past whilst bringing a bold new confidence; bridging the gap between the company as it was, as it is today, and wants to be in the future.
Looking to the architecture of the venue as another starting point, Polari created a graphic element to use within the name, as well as independently as a social media icon, and as “window frames” to crop images. The arch also represents the venue itself; it represents a “shed”; a theatre; a stage. A home.
Replacing the “a” in Tramshed, and standing in for either an upper- or lowercase “A”, the arch always remains the right way up, regardless of the position (either horizontal or vertical) of the logotype.
Working with Branding with Type, an adaptation of Bw Modelica font was commissioned which referenced the rounded arch shape in the uppercase A, but was more legible for body copy than the logo’s font (a customised version of Arcus Bold).
One previous and prominent iteration of the Tramshed logo was in Davida. Polari created a set of assets using the Davida and other archive ephemera but set in bold colours to bring the 1970s aesthetic up to date.