Logo Refresh, Brand guide


The Rep has entertained the St. Louis community since 1966. In that time, their identity has been honest and very playful but was lacking a bit of consistency.


Requests for the new logo:

Timeless. Moving forward. Strong. Incorporate showlights.


Through careful consideration and exploration, it was decided that 'The Rep' (as people refer to it) should be the focus of the new logo. The strong but simplistic approach complements the drama of the rest of the brand.


What distinguishes The Rep is their playfulness and boldness.

These characteristics, along with a contemporary edge, defined our exploration into their new brand.

Brand snapshot

colors inspired by the emotions in drama


Design: Sarah Gabbert
Creative Direction: Katie Calandro
Client: The Repertory Theatre of St. Louis