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, making a nod 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 a diminishing crowd size, 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.