Olney Theatre Lab

The Mulitz-Gudelsky Theatre Lab is the first major architectural project of a multiphase plan to transform the performance and educational spaces of Olney Theatre Center for the Arts.

Staging the Future

The vision for the new campus is one that cohesively blends multi-purpose buildings and spaces while incorporating an improved user experience through signage, wayfinding, and donor recognition. As the first in this series of projects, it was important for the Theatre Lab branding to establish flexible and cost effective standards that can be deployed throughout the campus in the years to come. With adaptability and consistency in mind, custom typography treatments and icons were developed that will work with the different colors and interiors of each new project.

An Evolving Brand

The Olney Theatre Center is a well-loved and established brand within the community. By using the existing brand fonts and styles as an influence, the design team was able to modernize the signage and wayfinding without compromising brand recognition. This approach also allows older branding on the campus to harmoniously coexist with new construction during the multi-year transformation.