- Logos are important.
A logo is the cornerstone or foundation
of a visual system, an organization's brand.
It sets the tone and helps the viewer identify the company.
A logo is never seen alone.
Words, images, shapes and colors surround the logo.
The overall visual system let's the viewer
make a clear connection to the brand.
Even if he or she doesn't see the logo.
Consider a package from Apple.
Without seeing the logo, I know what it is.
Their consistent use of white background, one type face,
and a simple color palate makes this easy.
The York Theater is a physical place and theatrical group.
Their marketing materials and logo evolved over time,
and as often happens,
several designers created competing visuals.
The end result was a confused communication.
There was a new theater director
who wanted to present more controversial plays,
she wanted to attract a more mature and affluent audience.
These people are more likely
to buy season passes and donate.
She didn't like the existing logo,
but wasn't sure why.
She wanted The York to be mature, sophisticated and urban.
The existing logo with lower case rainbow color type
didn't speak to the attributes.
It was juvenile and silly.
The audience also couldn't identify
what materials were from The York,
and which ones were from competing theaters.
There was no clear equity in the current system.
I let it go and created a new program.
In the previous incarnation,
the imagery and typography
was driven by the specific production.
York's logo was the only element
that linked the two together.
The previous graphic program put a logo somewhere
on the play's existing poster.
The production could be anywhere.
The York didn't matter as a venue.
A theater's promotional material
can either use existing art or create new work.
It wasn't easy, but I persuaded the client
to communicate all messages with their own visuals,
and use one type face with a simple color palate.
Now, a play was connected to The York.
The audience could identify any production
at the theater with a quick glance.
Creating a new poster or program from scratch
was a more difficult job,
but the outcome of audience recognition proved its worth.
We applied the new system to the most visible elements,
and items that required a new design,
such as a poster or billboard for an upcoming production.
Other pieces such as business cards
were replaced with the new system on a reorder.
This helped manage costs.
In this instance, the redesign was not an evolution.
It was a completely new system.
The existing audience had no connection
to the previous work with no clear personality.
The content of the productions had changed radically,
and the new program communicated
this new and fresh energy to the audience.