The 2017-2018 season of the Théâtre français de Toronto marks the beginning of a new artistic direction for the company, as well as celebrating its 50th anniversary. We understood the desire of the new artistic director, Joël Beddows, to demonstrate that the company was taking a new impetus. To do so, we took advantage of this landmark anniversary to rejuvenate the brand image of the company, modernizing the visual signature, while integrating a 50th anniversary seal.
Requests expressed by the client were incorporated into the new model for the season program. The broken grid structure and the placement of headlines at angles pay tribute to the Dadaist posters of the early 20th century. Manuel Verreydt’s photos are snapshots of creators and actors captured at Toronto landmarks, an indication that the TfT is rooted in the city.