Some projects have a special place in my heart.
I was on Cloud 9 when I was hired to collaborate with Copacino+Fujikado to help rebrand their client, Seattle Children's Theatre.
This vital cultural force operating since 1975, hired Courtney Sale, a daring artistic director known for her innovative productions.
Courtney recognized that their ID felt too old-fashioned and was ready to shake things up.
It was a board decision to change the name to SCT.
However, reducing the name to a 3-letter word presented a new type of challenge.
The "SCT" abbreviation felt cold and static and lacked the much-needed emotional drive.
Yet the theatre just like its tireless kids was anything but static.
So, I proposed a flexible ID system to accentuate the agile nature of its aspiring actors.
The letter "C" symbolizes "Children" as a dynamic force, ready to jump out of the frame to participate in thought-provoking plays.
Magenta and Yellow were chosen for their bold attention-getting appeal.
The framing blocks represented the foundation for passion-driven performances.
Then I crafted a family of the "C" siblings, expressing such traits as imagination, curiosity, and creativity.
My solution was well received by my collaborators and the theatre's board of directors.
However, thus far, SCT has only been using the primary logo, while the other "Cs" are still sitting on the bench.
Is it a missed opportunity?
In my view, yes.
Had it become too big of a task to manage a quirky chorus of multiple logo versions?
Possibly, yes.
What's the learning lesson here?
I learned to be more pragmatic in terms of weighing clients' capacity to execute a complex ID system.
I enjoyed the journey and the opportunity to create something fresh and attention-getting.
Thus, I consider this project a major success despite the short lifespan of its multi-logo family.
At the end of the day, one only needs one effective logo, right?
Who knows, one day, someone will open the dusty digital drawers and will unleash the other "Cs".
A boy can dream. :)
#differentiation #brandrelevance #theatrebranding #rebrand #logoinspirations
Longitude 123, Inc./CEO
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