Life is not a dress rehearsal

Theatre production & events organisers Upstage wanted us to create a bold striking identity that would not only be easy to activate but would also act as a visual compliment to their target audience theatre land. The

logo is inspired by the iconic red theatre curtains. They frame each performance, as well as signalling

the start and celebrating the finale of every story. Inspiration also came from stage directions used in theatre

scripts to indicate the movement, position, or tone of an actor, or the sound effects and lighting. This is

also the role of the events company - making sure the details that go on behind the scenes build a unique

and inspiring performance.

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© The Cabinet 2017 | Atlantic House, 351 Oxford Street, London, W1C 2JF