Managers of The Assembly Hall Theatre said their redesigned branding is part of an effort to attract new audiences.
In an £8,000 investment, the theatre will this year introduce a re-styled website alongside fresh-looking publicity.
But it is their new logo which has proved a talking point on social media with the large A has been compared by some to the Glastonbury Pyramid Stage.
According to the Assembly Hall, it is all part of the vision of Director John-Jackson Almond, who took over in 2016.
JJ, as he is known, said the change-around is part of a long-term plan that will see the borough council’s Civic Development take-over their theatre services from 2021.
‘This refreshed look and feel encompasses our future and continues to reflect the theatre’s core values,’ he told the Times.
‘Our personality is not limited to bricks and mortar, names or logos but what we do and how we do it.
‘I’m confident this new look, which will be rolled out over the coming weeks, is a vibrant injection of energy and reflects this.’
The new logo can already be seen on the Assembly Hall’s posters and their Guide publication, with the updated website set to go live within weeks.
Antony Pickthall, Sales and Marketing Director, said: ‘We want to be attracting people who are new to the area and encouraging those who have stopped attending to come back.
‘The design work cost around £8,000, and in the context of things it is about the same as the cost of producing and sending out the Guide per edition.’
