A Single Tilted Horn Becomes a Whole Theatre Identity

A Diagonal Cut Carries the Whole System

Caserne's rebrand for Théâtre La Licorne in Montreal starts from a deliberate decision to avoid the obvious unicorn mascot. Instead, the studio isolates the sharp angle of the horn and makes that diagonal the organising rule for the whole graphic language. Shifting the axis across layouts creates a controlled sense of instability, which suits a stage venue whose work is meant to unsettle as well as delight.

The 2022 to 2023 season campaign shows the system at work across brochures and street posters. Angled colour blocks, expressive cast photography and firm grotesk type lean against one another, while heavy display headers give each production its own presence without breaking the family resemblance. For brand builders, the project is a useful case in how one strong geometric idea can scale from a folded programme to a poster on a sidewalk. Designers working on cultural clients, season campaigns or any identity that needs flexibility will find it worth a careful look.