Logo Concepts

A logo is the face of the brand, so logically it’s the first visual element I develop. Following the workshop and strategy sessions, I dive into a mash-up of research, sketches and mood boards. I explore my favorite four or five ideas, then narrow it down to three to share with the client. This phase takes a week or two — rushing through it usually results in settling for something that’s ‘good enough’ but not memorable. Since this is an image that will be used over the long term in all media, its important to hit the mark.

For this example, I pulled key archetypal attributes from the workshop as a base for the identity. These attributes can be tangible or aspirational, and there is usually tension or conflict between some aspects, just as there is within every person. There’s an art to balancing how far to push visually with what the audience will resonate with. For a comedy club with a constantly changing line up of comedians, the tone has to accommodate a broad range of styles and taste. Its also wise to be aware of shadow attributes when they’re relevant or when they point to something to avoid. Here’s where I landed:

THE VENUE: independent, wicked humor, unconventional, moxie, verve, sarcasm, irreverence, mature, laughter, powerful emotion, charisma, insight, disruptive

THE CLIENTELE: craves new experiences, independent, noncomformist, avoids boredom, embraces celebration, is fun, open, uncomplicated, witty, grounded, friendly, can display group think

COLOR: Effective color choice is more than an aesthetic preference or trend. It’s a very fast, direct form of communication, so I like to strategically leverage it to support the key attributes of the brand. Plus I consider functional/production ramifications.

For this one, I leaned heavily on Orange and Blue for a few reasons.

• Complimentary colors have an ability to draw and direct the eye and build energy

• Stand-up comedy has an assertive, bold, courageous, masculine vibe that fits with orange and blue — a common combo for sports teams

• Orange connotations:

  • Fun, creativity, happiness, enthusiasm, energy, excitement, confidence, adventurousness

  • It has an uplifting, invigorating health-promoting affect on the body

  • Historically (for the fun of it):

    • Ancient Greeks associated it with Bacchus, the god of hedonism and thus frivolity and entertainment

    • The French Impressionist Henri de Toulouse-Lautrec used it to symbolize the raucous energy and excitement of Parisian nightlife in the early 19th century

    • In Thailand its the color of Friday.

• Blue connotations:

  • Relaxation, inspiration, wisdom, truth, health/healing

  • The night sky is often called midnight blue and the shows at the Comedy Castle are primarily at night

  • Blue is a color of nobility, royal blue feels appropriate for a castle

Tactically, all businesses need one-color logos at some point, so I like to provide a black and color version of each option — here are my three concepts: