Project / Design for a performing and visual arts organisation
Task / Corporate Branding, Logos & Promotional Materials
Client / Sutra Dance Theatre, Sutra Foundation
Year / 1986—present
Designers / Over the years, many of our designers have contributed to Sutra’s visual design; one of the earliest was Kuan Kee Onn.
late 80s—sutra dance theatre logo
Sutra Dance Theatre was established by Ramli Ibrahim in 1983. The logo’s bold red square frames an abstract rendition of dancers in motion, positioning the company as a vital centre to nurture Malaysian performing arts.
As for the logotype 'Sutra Dance Theatre', it can be repositioned anywhere around the logo, allowing for flexibility in its application.
LATE 80S TO 2006—VISUAL IDENTITY
2007—SUTRA FOUNDATION logo
Sutra Foundation, established in 2007, is bequeathed to Malaysia by Ramli Ibrahim. The Foundation strives to develop the breadth and depth of Malaysian performing and visual arts by stimulating the creative spirit of cross-cultural Malaysia.
2007—SUTRA DANCE THEATRE (REVISED LOGOTYPE)
Following the establishment of Sutra Foundation, the typeface for Sutra Dance Theatre was revised to conform to it.
Under Sutra Foundation, Sutra Dance Theatre’s activities at the Sutra House include performances held at its outdoor Amphi-Sutra, exhibitions at Sutra Gallery, and teaching sessions at the Sutra Academy. To highlight this, a master logo incorporating these physical spaces was created.
2014—SUTRA DANCE THEATRE (NEW LOGO)
Ten years on, Sutra Dance Theatre’s logo was simplified as it often appears together with the Sutra Foundation logo. Still based on the concept of dancers in motion, the symbol is near, but not quite symmetrical—it is spontaneous, moving towards achieving balance, and fringed with creative tension.
SUTRA’s new IDENTITY 2003
2003 saw a new direction for Sutra’s visual brand identity. Its posters and collaterals were now based on a single powerful photo image concept, taken mostly by Sivarajah Natarajan—a departure from its previous practice of using whatever available images. This approach to image-making (as is done internationally) is still in use today* even though the application of Helvetica as a primary font was eventually discontinued, thus allowing designers to choose display typefaces that best suited each performance's concept.
*not all posters and collaterals were designed by our studio—many were created by Sutra’s in-house team or freelance designers.
THE EARLY YEARS—FULLY INTEGRATED IDENTITY
Before e-tickets and e-invites were introduced, Sutra Festivals often employed a complex series of colour-coded tickets and invitation cards as part of its identity.
SELECTED POSTERS (1997—CURRENT)
In chronological order
Posters for Sutra's performances often contain plenty of information as well as sponsors' logos. Some of our posters for Sutra are as follow, arranged in chronological order.