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In keeping with Joburg's modern image, the Civic Theatre has been renamed and is being given a brand overhaul.
THE city's most popular theatre has been given a new name: the Johannesburg Civic Theatre is now known as the Joburg Theatre Complex.
The renaming of the theatre was announced on Monday, 26 January.
According to the facility's chief executive, Bernard Jay, the name was changed to enhance the theatre's image.
"The word ‘civic' itself in theatre terminology is from another era. Johannesburg has moved into the 21st century with it new logo identity as Joburg. We wanted the city's theatre to move along with the city."
He said identifying the building as a complex would allow the inclusivity of ancillary operations within the building, such as the South African Ballet Theatre's dance studios, the People's Theatre for Children, the Fringe Theatre and the eight five-star hospitality suites.
"This new name is already closely associated with Fringe theatre festivals in Grahamstown and Edinburgh, along with all the smaller theatres operating throughout Greater London- collectively known as the Fringe."
External building signage was replaced in the first three weeks of January. A refreshing new concept of opal-and-blue, energy-saving LED directional signage has been installed throughout the foyers and parking areas. Street signage directing patrons to the building will soon point to the Joburg Theatre.
To limit the possibilities of confusion, print media advertising will carry the small line, "Formerly known as the Johannesburg Civic Theatre" immediately under the new Joburg Theatre logo until July.
Users searching for the Johannesburg Civic Theatre, the Civic Theatre, the Civic or Joburg Theatre on the internet will also be directed to the theatre's official website, Showbusiness.
Ticket agency Computicket will build into its computerised sales system a similar methodology of instantly and automatically directing ticket buyers to the relevant show at the Joburg Theatre.
"We are optimistic that our contemporary re-branding will assist in introducing a new generation from Joburg's diverse communities to the lifestyle practice of theatre going," said Jay.
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