NEDERLANDER CHINA LOGO IDENTITY

The Corporate Identity

The corporate brand of Nederlander China was designed to reflect the partnership between East and West, fusing symbols and traditions of each culture. The rationale for the design is as follows:

The Typography - Broadway

The typography in the design displays simplified Chinese characters and a traditional English font, blending the style and beauty of the Chinese culture with a Western aesthetic. The soft swift stroke of the calligraphy on the central Chinese character conveys a "stroke of genius", mirroring that which a great artist brings to a work of art.

The Symbolism - The Architectural "Swirl"

The Chinese characters for "Broadway" sit atop a pedestal inspired by the architectural columns that adorn many Broadway theatres. The "swirl" resembles the traditional Chinese scroll, used for generations to convey information of great import. As presented, the swirl also evokes the stage upon which both classical and modern theatrical productions will be presented in China.

The Colors - Gold and Red

Gold represents dignity, quality and majesty in Western and Eastern cultures. Gold also signifies the excitement and bright lights of the Broadway stage and marquee, displayed in theatres around the world.

Red represents prosperity, good luck and happiness in Western and Eastern cultures. Red is the vibrant color associated with many of Broadway’s most successful shows.