Ludowy Theatre, a key contemporary theatre in Krakow, Poland originated in the 1950s in Nowa Huta, a social realist district. “Ludowy” means “People’s Theatre” and was meant for the working-class community. Our new visual identity honours this history while feeling modern. We designed a typeface based on the typography of the iconic historic neon sign on top of the Theatre building. This variable font, adaptable across media, forms the core of the identity system, signage and wayfinding.