Lost Tribe
Brand Identity

Lost Tribe is a new theatre and film production company that needed a brand identity to introduce the company to the world stage. The identity needed to convey a serious, established, and respectable brand, despite the fact that the company is new. The challenge was to make the logo stand out from other theatre logos with a distinct personality. It had to work well in all applications— from a small social media icon, to a poster component on a billboard. Thematically, the logo needed to communicate the idea of being lost and yet still part of a tribe, raising the challenge of how to visually communicate these two conflicting ideas while simultaneously presenting a strong and confident mark. 

Leandra Tidwell, working with creative director Rocco Piscatello and the team at Piscatello Design Centre, designed a bold and memorable identity, giving the new company a look that projects confidence in the pursuit of their ambitious artistic goals. The mark speaks to the origins of the name by evoking the concept of standing together while also being separate.

The logo is built on a grid, thereby endowing the mark with a strong foundation of geometry and balance. The mark uses the letters “L” and “T” to represent the company. The team abstracted these letterforms into identical slabs, and broke the pieces apart while still maintaining legibility. The pieces are united in their size and shape, but they float separately. The slabs are also reminiscent of ancient structures such as Stonehenge, imbuing the mark with a feeling of history and authority. The full lockup of the mark with the company name is stacked on two lines to allow for maximum flexibility as the company develops their sub-brands of Lost Tribe Productions, Lost Tribe Theatre, and Lost Tribe Film. The black and white palette communicates a serious and strikingly bold tone. The white text is reminiscent of figures on stage in a dark theatre. The logo works in one color, providing the option to incorporate the logo on images while still maintaining legibility.