This project delivers a dynamic logo for the iconic Belvoir St Theatre, cleverly designed to represent its distinct upstairs and downstairs spaces. The central challenge was to bridge a generational gap—creating a mark that felt both nostalgic and recognisable for the theatre's loyal 45–70-year-old audience. The final design achieves this with a timeless feel, ensuring it is instantly familiar to long-time patrons while remaining fresh and appealing to a new wave of theatre-goers.