Under the Sign of the Pineapple

After conducting a series of brand positioning workshops with the theater’s directorial team, we got to work preparing a comprehensive new corporate design.

For inspiration, we turned to Augsburg’s rich and varied history – and began by turning the Roman pinecone finial featured on the city’s coat of arms into a pineapple. The capitals of the Corinthian columns in the theater’s main venue, the 240-year-old Großes Haus, provided the shape for a new logo. And the combination of a deep velvety green with a vivid bright pink completed the balancing act between tradition and future.

Much like the theater itself, which aims to surprise its audience with unconventional ideas, our typography and color choices reflect an abundance of contrasts.