The New Breeze Theatre Co.
Brand Development
︎︎︎Brand Overview
Founded in 2014, The New Breeze Theatre Co. has been driven by the core values of openness, collaboration, originality, and excellence in both creative and organizational aspects. Over the past decade, the company has supported a diverse range of artistic explorations and collaborative projects, aiming to introduce a “new breeze” to the theatre landscape.
Much like the wind—intangible yet powerful, born from contrasts and resonating in moments of imbalance—The New Breeze Theatre Co. embraces fluidity and transformation in its artistic endeavors.
The wind nurtures with warmth, inspiring life and energy, yet it can also sweep through with precision and intensity, filling voids and driving change.
︎︎︎Typography
The Chinese characters in The New Breeze Theatre Co. logo are set in Taipei Sans TC Regular, while the English text uses Alibaba PuHuiTi Medium Square, emphasizing a clean and sophisticated aesthetic. In addition to the logo, Source Han Serif is widely used in printed materials for introductory text, ensuring readability and a refined presentation. In select visual designs, ZCOOL XiaoWei LOGO Font is occasionally incorporated to add a distinctive touch.
︎︎︎Color Palette
The New Breeze Theatre Co. draws inspiration for its brand colors from the elements of “wood” and “wind.” The primary color is green, symbolizing growth and vitality, while gold serves as the secondary color, representing sophistication and warmth. Depending on the background and specific usage context, black or white may also be used as logo colors to ensure versatility and adaptability across different visual applications.
︎︎︎Color Variations
︎︎︎Logo Layout
The company’s creative philosophy is rooted in the seamless blend of poetic expression and inner strength, rejecting rigid definitions and embracing abstraction and artistic freedom. This commitment to an open-ended, evocative artistic style defines The New Breeze Theatre Co.’s unique contribution to the contemporary theatre scene.
︎︎︎Other Resources
︎Official Company Social Media (Mandarin): The New Breeze Theatre Co.
︎Download the Official Brand Guidelines (Mandarin): The New Breeze Theatre Co.
My role in this project encompassed brand development, authoring the brand guidelines and identity book, designing key visual assets and templates for future application, curating typography selections, and ensuring the consistent implementation of the brand identity across two major theatre initiatives.
This case study is for informational purposes only. All content, including text and images, is the property of The New Breeze Theatre Co. Unauthorized use, reproduction, or distribution is strictly prohibited.