The Old Vic

"Hung on to the tradition in a modern way."

Spacey. Eggshells. Reopening.

“It’s fantastic. I’m exceedingly happy. You've managed to hang on to the tradition in a modern way and produced something with a feel that does not seem at all temporary.

Artistic Director, The Old Vic 2004–2014

The Old Vic is one of the world’s great theatres. Founded in 1818, it has shaped British culture for over two centuries – launching careers, defining eras and inspiring generations of artists and audiences. When a new artistic director arrived with a bold vision for the theatre’s future, the brand needed to match that ambition. Our brief was to create an identity that honoured everything The Old Vic stood for, while signalling a confident new chapter. The result was a brand built to last – timeless enough to respect two hundred years of history, and bold enough to own the next.

 

 

 

The Old Vic royal coat of arms heraldic crest with lion and unicorn supporting a crowned shield, The Old Vic arts culture theatre rebrand, by David Carroll & Co London

Bold typographic poster of John Gielgud quote reading "The Old Vic is pre-eminently the place for artistic experiment, even if some eggshells of prejudice have to be broken", The Old Vic arts culture theatre rebrand, by David Carroll & Co London

Two The Old Vic business cards fanned out showing the heraldic crest, featuring names including Kevin Spacey Artistic Director, The Old Vic arts culture theatre rebrand, by David Carroll & Co London

The Old Vic Aladdin pantomime programme booklets showing the Christmas issue cover with wax seal and the interior cast credits spread, The Old Vic arts culture theatre rebrand, by David Carroll & Co London

 

‘Behind the Scenes at The Old Vic’ photos by Julian Anderson

 

Black and white backstage dressing room photograph of Sir Ian McKellen at The Old Vic surrounded by costumes and theatrical props, photographed by Julian Anderson, The Old Vic arts culture theatre rebrand, by David Carroll & Co London

Black and white portrait photograph of actress Ingeborga Dapkunaite leaning against a white brick wall, photographed by Julian Anderson at The Old Vic, The Old Vic arts culture theatre rebrand, by David Carroll & Co London

Black and white backstage photograph of two actors in moody low light at The Old Vic, photographed by Julian Anderson, The Old Vic arts culture theatre rebrand, by David Carroll & Co London

Black and white rehearsal photograph of Jim Broadbent wearing a pirate hat looking up at The Old Vic theatre ceiling rigging, photographed by Julian Anderson, The Old Vic arts culture theatre rebrand, by David Carroll & Co London

What we did

We rebranded The Old Vic as a new artistic director arrived with a bold vision for the theatre’s future. Our brief was to create an identity that honoured over two centuries of history while signalling a confident new chapter. The result was a brand built to last — timeless enough to respect The Old Vic’s extraordinary heritage, and bold enough to own the next era. Behind-the-scenes photography by Julian Anderson brought the identity to life.

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