The summer 2022 season campaign for Shakespeare’s Globe is a visually energetic, physical campaign. It marks a shift from the more usual muted colour palette to a very prominent use of colours. Photography takes center stage, using a contemporary style that connects with the theatre’s historic roots, with masterful use of hard flash-style photography by Kate Bones.

For the title treatment, we have used Amifer Black and Black Italic. Angles have always been part of the visual language of the theatre and we decided to incorporate them in the title by using a mix of italic and upright. Amifer was the perfect choice for this project, not only because it was designed by a South London type studio (Typeland), but also because its proportions and quirky characters are eye-catching without overshadowing the rest of the design.

The type styles work well on social media and on large murals. Amifer is used throughout the series for collateral material, banners, murals, brochures, programs, and flags. In addition to Amifer, Effra is used for continuous text, following the Globe’s house style.