When The Arts Theatre Cambridge opened its doors in 1936 its founder – world renowned economist John Maynard Keynes – believed that a trailblazing city deserved its own groundbreaking theatre. And many generations of amazing performers, writers and producers have found their calling there ever since.
As they closed temporarily in early 2025 for their first major refurbishment for decades, it was the time to ask – and answer – many questions about what the Theatre stands for now, and where it should go next.
Most of 2025 saw a full-scale revamp of its main auditorium, with better seats, better sightlines and an altogether better theatre environment. And in parallel, they asked us to help revamp their brand – not just the logos and colours they use, but what they say to the world and how to support wider and more adventurous programming by building a second studio theatre, high in their rooftops. In a city that often veers towards science and innovation, our core idea of ‘needing the arts’ neatly makes the case for the humanities, uses their colloquial name, ‘The Arts’, and links back to Keynes’ personal mission to champion art and culture.
To take this idea, create a bolder, stronger voice – and attract crucial donations – several things had to change. Their old, pentagon-shaped logo – originally chosen to symbolise theatre, music, opera, ballet and film – had been through multiple variations and was too recessive. It’s been replaced with a simple, bold wordmark, inspired by theatre playbills.
We suggested they move away from their recent name ‘Cambridge Arts Theatre’ and back to the original – the Arts Theatre. And in combination with their team, we’re applying the new approach on site, in print and across a completely revamped website, using new colours that intentionally link to those of Cambridge University.
When the studio theatre comes online, they’ll also be able to feature much more of their own programming (rather than relying on just travelling productions) so the new design style anticipates these broader and bolder messages.
And to mark the reopening and help with fundraising, we enlisted the help of some of their greatest supporters. Their stage has been vital in the careers of Ian McKellen, Derek Jacobi, Nicolas Hytner, Trevor Nunn, Tom Hiddleston, Emma Thompson, amongst countless others, so several of them star in stills and a short film along with a certain Dame Judi Dench.
Thousands have laughed, cried and discovered a lifelong love of theatre at The Arts – we want to help ensure they can share that gift with thousands more. Because the world needs Cambridge – and Cambridge needs The Arts.
The team
- Strategy, brand identity, film script & treatment: Johnson Banks
- Film production: Ian Anderson
- Commissioned photography: Michael Johnson