Design by Day's down-to-earth identity for Octagon after five decades of theatre in Bolton

But with a multi-million-pound redevelopment well underway, an upcoming summer season and the impact of Covid-19, Octagon needed a brand refresh to help propel it into the next 50 years. It called on Manchester agency, Design by Day to come up with an identity that is "as engaging and entertaining as the theatre itself".

As founder and creative director, Angela Roche, explains: "The essence of the Octagon was clear; an extraordinary yet down-to-earth theatre with open and welcoming doors to everyone. Diverse, adventurous and inspiring, and proud of their Bolton heritage."

The logo tilts at exactly eight degrees as a subtle nod to the distinctive eight-sided shape of the theatre. The energy of the theatre is embodied through the vibrant colour palette. The messaging, such as 'Everyone's story matters, seriously entertaining theatre and made in Bolton', nods to the Octagon's unpretentious, bold and inclusive personality.

The diverse Octagon community is celebrated through energetic photography including the youth theatre, audience members, and even the head boy of a local school who attended the Octagon's opening night more than 50 years ago.