NIDA
The National Institute of Dramatic Art is Australia's premier performance education organisation. The concept for its brand identity is about collaboration and making bold leaps – about emotion and storytelling. The essence of these ideas is movement – linking ideas, narratives and people; transcending via performance from reality into fiction.
The mark centres on circles – which speak of the universality of storytelling and the human condition – linked by shapes that conjure up movement – be it of spotlights or bodies or states of mind. The typeface is modern yet humanist – reflecting the institution’s cutting edge while remaining true to its creative purpose. The lower case is personable, approachable. The choice of palette – a single strong purple – symbolises bold leaps, emotion and new ideas.
The logomark is also dynamic – adapted into a series of secondary marks for the organisation’s various divisions: the college, the theatre and the children’s program.
