Théâtre-Sénart, Scène Nationale, a new logo and a reinvented imagination

To coincide with the launch of its 2024-2025 season, and with the arrival of Caroline Simpson Smith as director, Théâtre-Sénart wanted to give a new boost to its communication. Graphéine won the public call for proposals for this project by examining the place of this institution in the identity of the surrounding Seine-et-Marne region, as well as modernising the previous identity and building a new story around its wordmark.

Located in the town of Lieusaint, in one of France’s largest departments, the Théâtre-Sénart is also in direct proximity to the Carré-Sénart shopping centre. Its communications therefore have to compete on a daily basis with the advertising of multiple commercial brands. The theatre is located in a place that is still in search of an identity, situated between suburbs and open fields, with Disneyland Paris as its main attraction.

Drawing inspiration from the remarkable building designed by the Chaix & Morel et Associés architecture studio, we wanted to reaffirm and strengthen the institution’s image by proposing a comprehensive brand toolkit that would identify its status as a major cultural institution in the Paris region.

Creating a new emblem for Théâtre-Sénart

The previous logotype was a wordmark in two lines composed with the Gotham Bold typeface. It contained several visual quirks, which made it both original and confusing. While developing the new logotype, we wanted to create a symbol that could be isolated and used as a central emblem for all of the communications. This was to create a strong identifier in the urban context of the project.

We redesigned the wordmark to give the letter ‘A’ a central place in the composition. This new graphic asset, which combines the letter ‘A’ and the ‘pixel circumflex accent’, directly evokes the architecture of the building as well as an abstracted lighthouse. Its ‘pixel’ style is directly inherited from the previous logotype and recalls the building’s perforated metal cladding. The design of the emblem is intended to be ‘futuristic’ and ‘playful’. The identity encapsulates a sense of escapism that aims to resonate with a young audience.

A theatre where everyone is invited

Already present in the theatre’s communications, but given very little prominence, the slogan ‘Exclusively reserved for everyone’ became a central element in the identity. Composed with the FK Skreamer typeface, the slogan takes on considerable force and establishes itself as the manifesto of the Théâtre-Sénart.

For the season launch campaign, it was clear to us that the new visual identity had to play a major role. We wanted the public to take ownership of the new identity. With its strong signage and its reference to the building, the ‘A’ takes centre stage. With an iconography based on skies from dawn to dusk, we’re communicating the openness of a theatre that’s always buzzing with activity.

Contemporary graphic guidelines adapted to digital media

The posters are divided into two zones that are brought together by the emblem. A scenic visual combined with a solid patch of vibrant colour presents the shows. The motion design evokes the diversity of the programme, using the emblem as a window. Through this window we see several shows mingling to evoke the diversity of the programme, which includes music, dance, theatre and the performing arts.

Digital media play an important role in the new graphic system. The audiovisual package we have developed brings a dynamic, contemporary feel to the visual identity. The emblem combines and interweaves the varied worlds of the curated lineup.

Our ambition was to design a strong symbol at the heart of Théâtre-Sénart’s identity and graphic guidelines. In the long term, this should help to raise the profile of the institution and create a strong emotional bond with the audience and the general public.