SERVICE:
INDUSTRY:
The Seattle Gilbert and Sullivan Society Brand Evolution
Client Partner:
Seattle Gilbert & Sullivan Society
Seattle Musical Theatre Company Taps AGI for Rebrand
A Great Idea developed a new brand system for the established Seattle Gilbert and Sullivan Society to capture new, younger audiences.
CHALLENGE
The company wanted to reinforce its position as a long-running, esteemed theatrical company while speaking to younger audiences that might be less familiar with the Gilbert & Sullivan catalog.
REQUEST
The Seattle Gilbert and Sullivan Society asked A Great Idea to deliver a rebrand of their current identity which reflected the evolution of the organization.
RESULT
The project yielded a clean, iconic identity system that had flexibility in the palette and enabled a more dynamic creative application.
AWARD RECOGNITIONS
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Playful and Clever
The Seattle Gilbert & Sullivan Society rebrand’s versatility comes from a focused, witty, iconic logo that can be positioned vertically or horizontally and references the troupe’s specializations in musical theater. The typography balances the iconography, nodding to late 20th-century letterforms, while embracing a bright, vital color palette that speaks to a more modern approach to the classics.
Evolving the Legacy
Faced with diminishing crowd sizes, the theatrical organization sought to speak to a broader audience that might not be well-versed in Gilbert & Sullivan’s massive, fascinating songbook. Taking a cue from the national revivals of Shakespeare’s repertoire, A Great Idea’s approach was to facilitate creative opportunities away from traditional marketing by keeping the logo clean and the palette broad to allow performance artwork to drive the message.
These services from A Great Idea include the following:
Why is brand identity important?
A strong brand identity makes you stand out from others, makes it easy for people to recognize you, and builds trust. It shows what you stand for, what you’re trying to do, and how you’re going about that in a way that connects with your community.
How do I choose the right brand strategy consultant for my business?
Choosing the right brand strategy consultant is an important part of shaping your brand’s image and reputation. Take time to look at a potential consultant or agency’s past work by looking at their portfolio. Then, set up an initial meeting to ask questions and determine if their brand strategy process fits your needs, values, budget, and goals.
What is brand identity development?
Brand identity development is the process of figuring out how a brand looks and feels based on its values, mission and personality.
It involves stakeholder input—community members, staff, and leaders—and includes visual elements like the logo, color palette, typography, imagery, and overall style. Together, these pieces make the brand look consistent and easy to recognize everywhere it’s used.
What are the key components of a brand identity?
- Logo: The visual representation of your brand
- Color Palette: The specific colors used to represent your brand
- Typography: The fonts and styles used in your brand communications
- Imagery & Graphics: The style of images and graphics that complement your brand
- Brand Voice and Messaging: The language and tone used in your communications
- Brand Guidelines: The document that codifies and ensures consistency across all brand collateral
How does brand identity design differ from brand strategy?
Brand identity design is the visual and creative expression of a broader brand strategy: it’s establishing how your brand looks. While brand strategy defines what your brand’s values, target audience, and market position are, brand identity design translates those elements into a visual language using elements like logos, color schemes, and typography.