It’s Capital Theatres!
New name for body running Festival and King’s
The arms-length charity which runs Edinburgh’s Festival, King’s and Studio theatres, is changing its name to Capital Theatres.
The change from the cumbersome “Festival City Theatres Trust” starts tomorrow, Thursday 1 March 2018.
Duncan Hendry, chief executive of the newly named Capital Theatres. Pic: Greg Macvean
The organisation says that the name change reflects its growth and the need to establish an “identifiable home brand” for its three venues and for the learning and participation activity that operates across them.
The trust name is a legacy of the Empire Theatre Trust which was established in 1991 to transform the Empire Theatre into the Festival Theatre and to operate that theatre.
The Studio
It was renamed the Festival City Theatres Trust in 1998 when it took over the management of the King’s Theatre from the Local Authority. Its expansion continued in 2013 with the opening of The Studio on Potterrow – a rehearsal and performance space built to the rear of the Festival Theatre.
The new brand identity for the Festival Theatre reflects its contemporary façade and the grand sweep of its public spaces.
With the change of name to Capital Theatres, the organisation says that it creates a unifying brand where it previously sat behind the theatre venue identities. It believes that Capital Theatres will provide a more prominent overarching brand for the organisation and will become recognised with partners locally, nationally and internationally.
simplify
Announcing the new name, chief executive Duncan Hendry said: “We feel this name change will simplify the organisational name, will establish a recognisable brand that our customers can relate to and make it easier for us to communicate our charitable and educational ambitions.”
The new King’s Theatre identity pays homage to the building’s iconic outline and its rich cultural heritage.
Capital Theatres also believe the new name will assist with fundraising for the King’s Theatre’s £25 million redevelopment project. Construction work is expected to start in the autumn of 2021 with a proposed closure period of 20 months.
This project aims to transform the theatre into an accessible, lively all-day arts venue with new spaces created for hospitality and for learning and heritage activities.
The frame of The Studio logo suggests the flexibility of a white box where anything is possible.
The new branding comes with a new website name and new social media handles.
Website: www.capitaltheatres.com.
Twitter: @captheatres.
Facebook: @captheatres.
centres of excellence
Capital Theatres says that its aim is for its three venues, the Festival Theatre (1,900 seats), King’s Theatre (1,300 seats) and the Studio on Potterrow (155 seats), to be recognised as a world class centres of excellence in the presentation of the performing arts.
As the Trust has expanded the programmes in its theatres, it has worked with its audiences to create accessible, dementia friendly theatres, with learning and participation activity including theatre talks and dance workshops to engage with audiences of all ages.
It says that: “over the years it has consistently invested in its buildings and its customer services to create a quality of experience that visitors can rely on.”
The new logo comes in two forms: purple lettering on a white background and white lettering on a purple background.
And, of course, its square logo:
ENDS
