branding
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alchemy theatre company of manhattan
Alchemy Theatre Company sought a new brand identity based on their mission "to challenge the perceived truth and values of our time." Inspired by alchemical symbology, the Eye of Truth came to mind. As theatre is an art that is watched, the eye imagery seemed especially appropriate.
The capital letter "A" is turned on its side to suggest the profile of an eye, and its crossbar is replaced by a circle to form an iris and pupil.