Logo as a visiting card of a theatre. A case study of Polish theatres

Abstract

Theatres are a sphere where wide cultural needs are met, where the audience can observe political fight between the society and the government, and where outstanding individuals realize their visions and ambitions (on the stage). Although the number of theatres in Poland does not decline, in recent years we have seen strong competition in a form of modern cinemas and “on demand” TV. Therefore theatres should analyze changing environment and verify their marketing strategy. Today the most important hallmarks of a theatre should undoubtedly include a repertoire and great actors, but also a name and logo as determinants distinguishing a particular theatre amongst the others. This paper shows an analysis of Polish theatres identifying marks from a structural point of view (a sample embraces 60 public and private theatres, i.e. 43% of the total population).

Keywords

• branding
• communication of value
• competition in non-profit sphere
• culture