Final logo and asset pack

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Logo work

 My logo designs

This was the first logo I designed. I directly tried to recreate one of my sketches, though struggled because I have very limited photoshop skills. I used vector images off of Google to create it, editing them slightly to fit the design I wanted. I used a light bulb as the main part of the logo to represent the new exciting ideas my theatre company will have to change the musical theatre industry. I also deliberately picked a looped font as it's reminiscent of the wires in a lightbulb. The screw shape at the end of the lightbulb matched rather similarly to a bee so thought I could incorporate it into my logo easily. I decided to have bees as a central part of my branding because of what they can represent, such as teamwork, hard work and community- all of which are important values for my company. I also incorporated a heart as the bee's wing to symbolise more important aspects of my company's mission such as inclusivity and friendliness. 

I am fairly happy with how this logo turned out, especially considering it was my first time really using photoshop. I like the concept behind it, but the execution isn't the best. It's rough around the edges and you can see where the heart has been layered underneath the lightbulb. Furthermore, the outline around the bulb is too thick, making the text within seem too thin and small. It doesn't stand out, which isn't something you want when it comes to logos. 

This is the second logo that I designed and was the one I struggled with most. I sketched the idea out first and it looked good on paper, but I found it difficult to translate it onto photoshop. I found a vector image for the hexagon and changed the colouring so it would resemble honeycomb, keeping the links with bees consistent. I then added the stereotypically red curtains to reference theatre. However, I couldn't find an image that fit the exact hexagonal shape I wanted, so I ended up having to draw them myself. There was a tool that made drawing the straight lines easier, but the curtain creases were very difficult to draw smoothly. They also are very unsymmetrical, which makes the logo look even messier. I had to draw the bee also since I couldn't find one in the style I wanted. The lines are far too thin and the main body is the same colour as the hexagon, so it blends in with the background. I selected the font because of it's soft and child-like, which makes my company seem friendly and approachable.

Overall, this is my least favourite logo out of all of them because it looks so amateur and messy, making it clearly evident I've barely used photoshop. The fact that I had to draw most parts of it really ruined the concept. Therefore, I will not be using this idea for my final logo.

This is the final logo that I made. I didn't have a solid sketch for this one so I could work with whatever I found. I wanted the bee to be the focal point, but needed to find a way to incorporate theatre into it. I managed to find sources of inspiration on Pinterest and cut out parts of the wings so they look like the comedy and tragedy theatre masks. I created the majority of it using the shape tool on photoshop, with only the body being a vector image. However, the design of it is fairly simplistic so I could probably manage to recreate it myself. I selected the specific font because it has both a roundness and sharpness to it that that makes my company seem fun, but also professional.

Overall, I am really pleased with how this logo turned out and it shows that keeping it simple can be much more effective. I feel like it looks more polished and professional compared to my other 2 logos but that could've been because I'd used photoshop a few times by the time I'd made this one.

Logo moodboard

Logo sketches

 

Branding analyses

Team StarKid

Team StarKid's main demographic is younger adults, likely aged between 18 - 30, as suggested by the adult content in the majority of their productions (e.g. swearing, death). The colour scheme is also bright and eye-catching, consisting primarily of purple and yellow. Purple often carries connotations of royalty and luxury, but I believe the lesser known association with creativity better fits the unique content StarKid creates. Yellow's connotations of optimism and joy, which works well with the comedic and light-hearted nature of the majority of their shows. Also, brighter colours often appeal to a younger audience as they're usually too harsh and 'obnoxious' for older eyes. However, there is also a nostalgic factor involved in StarKid's branding that may appeal to an older secondary demographic. The logo uses the well-known font from the popular franchise 'Star Wars' which is loved by people of all ages from all over the world. It means feelings of connection and adoration will be unlocked when audiences see the logo, automatically creating a positive bond between them and the company. This increases the likelihood that the audiences will interact with them, finding out more about them and engaging with their content. Furthermore, many of the musicals StarKid has created are parodies of pre-existing media such as Batman and Harry Potter, which further emphasises their reliance on nostalgia as a marketing technique and to appeal to a larger audience. StarKid's content also appeals to people of all genders, races and sexualities, which is expressed through their thoroughly diverse cast and team members, as well as the characters featured in their productions. This is evidenced in the photos and videos on their website and social media platforms, shown on a large number of their pages, so those who haven't seen their shows are still able to recognise the team's diversity. StarKid's large online presence also means that their content is able to reach people from all over the world, increasing their demographic. However, it is more accessible for those who are English speaking, as all of their content is in English. A wide range of subtitles are available on their videos though. In terms of psychographic profiles, mainstreamers would likely engage with StarKid and their content. It isn't an extremely well-known company, so a lot of their publicity relies on people talking about it and recommending it to others. StarKid's shows are also available online for free, so fits with the typically cheaper taste mainstreamers have. 

Royal Shakespeare Company

The Royal Shakespeare Company's projects appeal to a variety of ages due to the timeless nature of Shakespeare's work and the fact that everybody learns about his works in their life. However, the plays are usually better understood by older audiences because of the complexity of the language and the mature themes often featured. Although, the RSC do have a specific focus on young people, especially those in education, because they want to make sure each new generation learns about Shakespeare. Their primary demographic is likely British people as they're most familiar with Shakespeare's work and the RSC is UK based. 

Their primary colour scheme consists of red and white, which are the colours of the English flag, emphasising the company's British roots and their use of British source material. The colour red fits perfectly with Shakespeare's plays, with its connotations of tragedy and love often being present in his works. White contrasts nicely with the rich red background so the text stands out and easily catches the viewer's attention, which is also achieved through the boldness of the font. A sans-serif font is used to portray the RSC's reputation as a professional and successful company, whilst also demonstrating the modern take they have on such traditional works. They've chosen to emphasise the abbreviated version of their name as they're easily recognised by this name, and it means the viewer has less text to process when they first look at the logo. Overall, it's highly simplistic but they're so well known that they can easily be recognised by their name alone with no need for images and an overcomplicated design. In terms of their website, everything is very plain and minimalistic with primarily white webpages. This allows the important information, conveyed through text and images, to stand out. There are highlights of grey and yellow which both contrast against the white. Yellow evokes joyous reactions out of viewers and compliments the dark greys used. 

The psychographic profile that best fits the RSC's demographic would likely be explorers because their audience is seeking new experiences and the RSC always aim to present Shakespeare's works in exciting, different ways. Also, explorers are typically young people, who the RSC want to appeal to. They see the productions so they can learn and discover new things, allowing the RSC to fulfil their aim of inspiring and 'transforming' lives. 

The Marina Theatre

The Marina Theatre's main demographic is families as they house shows for all ages, allowing them to encourage a range of generations to engage with theatre consistently. This ties in with the community aspect of the theatre's work as they aim to interact primarily with the local people. There are likely lots of families within the Lowestoft area so it's highly likely that they're engaging with most of the community by appealing to families. 

Their primary colour scheme consists of navy and white. Navy's typical connotations are of power and authority, which could be relevant to the theatre in that they want to give more power to theatre and use the colour's authoritative nature to really convince people to be more involved. The white is eye-catching and illuminative, standing out clearly against the dark background to highlight the name. Most of the font used it bold, but the 'M' at the start of the name is noticeably different. This could be to attract the viewer's eye straight to it, so they'll then be encouraged to read the entire name as people always read from left to right. A shooting star is also incorporated into the name to dot the 'i'. This has many possible meanings, such as being a symbol of hope for theatre, joining the fight to the art form alive. It could also suggest the Marina is always aiming for the stars to give their audience's star-quality productions and experiences. However, it could also mean that they want to make people's wishes come true whether it be bringing a well known show to a local stage, giving life to new theatre productions or bringing the local community together for creative projects. 

When it comes to psychographic profiles, the theatre likely appeals to mainstreamers as their events and productions aren't too pricey and they're a family brand. They also try to keep up to date with new shows, encouraging even the West End to stage their productions there.