SERVICE:
INDUSTRY:
The Seattle Gilbert and Sullivan Society Brand Evolution
Client Partner:
Seattle Gilbert & Sullivan Society
Seattle Musical Theatre Company Taps AGI for Rebrand
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.