In 2019 Acme was commissioned to design a new visual identity for critically-acclaimed outdoor Shakespeare company Shakespeare in the Ruff. Using Shakespeare as a foundation, RUFF re-interprets, re-writes, and re-news classic stories for a contemporary audience—RUFF pushes the boundaries of what is possible in outdoor theatre.
The new identity combines bold letterforms with a graphic concept drawn from the idea of the “RUFF” as the space in which the company works—both theatre in the park and the public commons. Whenever branding is desired and space and context allow, the four letterforms in “RUFF” occupy the corners of Shakespeare in the Ruff materials. The letters form an enclosure—a framing device—in which the content sits. This frame is the core logo for the company.
