17 Nov 2021
Founded in 1979, ALRA (the Academy of Live and Recorded Arts) was the first drama school to offer training encompassing all dramatic media: live theatre, television, film and radio. They operate both a North campus in Manchester and a South campus in London.
With the notion of going behind the scenes and into the heart of the drama school setting, the concept for the identity comes from floor tape, used to indicate actors’ positions on the stage during rehearsals. Treating the tape in a sculptural way, we developed this into an original typeface with a strong graphic element.
By invoking the process of rehearsal and the unseen work that goes into any dramatic production, the identity retains an improvisatory and human quality, celebrating the uniqueness of performance and the way acting can draw inspiration from imperfection.