Center Theatre Group is a nonprofit theatre company that has served Los Angeles for nearly 60 years, producing work across the Ahmanson Theatre, Mark Taper Forum, and Kirk Douglas Theatre. This rebrand was developed as an opportunity to create a more unified identity system and stronger digital presence that could better reflect CTG's mission to serve Los Angeles' diverse communities, support new artists, and attract new audiences.

The identity concept came from studying key parts of theatre, including lighting, curtains, movement, and stage direction. That process led to the idea of stage blocking notes and tape markings used to show actor and prop placement on stage. The logomark is built from these tape-inspired forms to create the letters C, T, and G, turning the energy and movement of live performance into a visual system. Clear rules for stroke weight, framing, and spacing help keep the mark consistent across applications.

The identity system separates institutional and promotional materials through color and layout. Institutional materials are kept in black and white, positioning CTG as the foundation that sets the stage, while promotional materials draw from the colors of each production's existing show graphics to place the focus on the work itself. Promotional pieces use split or full-page layouts, while institutional pieces use full-page or thirds-based layouts to reference CTG's three venues.

A generative sketch was also developed to generate randomized blocking notes, capturing the movement and theatrical energy of musical theatre. Built as an evergreen tool for the institution, it extends the identity system through adaptable poster outputs for future productions.