Most of the time, most days in every month, your audience is not in the theatre seeing shows. They’re out there in the world, doing what they do: swimming at The Dock, fastening miniature horses to sidewalk rings, dodging below crane-a-palooza. Maybe that’s only in Portland.
And when they’re not physically present in the theatre, which is most of the time, how do they experience your brand? It happens internally. Any time you come to mind, they replay a mental news reel that sums up all the various memories and associations they have. And other than the quality of your shows, probably nothing influences what they think as much as your graphic design.