All-of-us Express
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New Logo? |
| For twenty years we have used the same logo. We've never known whether it depicts a hat, a blanket, or what; but's it been the logo used on letters, promotional material, T-shirts et cetera. Recently the question of choosing a new logo, one that more clearly brings to mind 'theater,' has arisen. A Brand and Image committee was formed in June 2008 to consider changing our logo. |
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This is a revised set of notes from the June 8 meeting of the Brand and Image Committee meeting about our ideas for a logo. The headings come from the worksheet that we used. This should be enough information, along with our website, for an artist to develop logo designs.
We are a youth theater with an educational component, youth involvement in all areas and quality theater as a result.
We agreed that we have three distinct marketing audiences: the youth participants, their parents and the public audiences of our events. Each marketing audience needs a slightly different message, for example:
Youth participants: all ages working, learning and having fun together in an accepting and diverse environment.
Parents: a place where youth can learn life skills.
Public: inexpensive quality entertainment with an appeal to a broad range of ages.
diverse, quality, equality, creative, entertaining, unique, youth-oriented, affordable, educational, nurturing, opportunities, fun, learning
We discussed the possibility of a logo that might change a little bit depending on the marketing audience, but still be recognizable as 'our logo'. Perhaps a logo with several parts?
Other possibilities we discussed included: a row of footlights in front of a stage, with the rays of light being words that highlight different things we do. A hand with 'All-of-us Express' in the palm and image words on the fingers was another example (though a concern was expressed that the hand image might imply a lower age range than we want to reach). Other possible visual images are drama masks, tickets, spotlights, stage curtains, knowledge trees as stage boundaries.
Because we usually abbreviate the legal name of the company to All-of-us Express, it was felt it is very important that the logo strongly suggest theater.
The current blue color (Pantone Reflex Blue) can be continued for one-color artwork, but if the logo allows, a version with more color could be used on the web and in some advertising. The feeling seemed to be that warm colors would be best; maroon, deep purple, yellow.
Youth creating quality theater. (Leaving implied that they are having fun, learning and producing a show with community entertainment value.) This tag line should be usable with the logo, but not be an integral part of the logo. The logo should make graphic sense even when it is reduced to the point where such a tag line would not be readable.
Note: in the name of the company the word is spelled 'Theatre'; in all other uses, it is spelled 'theater'.
These are the designs that have so far (as of November 1, 2008) been submitted to or developed by the committee. The Chair of the Brand and Image Committee is Lisa Lees; please direct any comments to her.
It is the mission of All-of-us Express Children's Theatre to offer young people of all backgrounds, cultures, and lifestyles the opportunity to produce professional quality plays, study many aspects of the dramatic arts, and develop valuable life skills while providing outstanding entertainment to the community. It is the policy of AECT to provide equal opportunities to all eligible persons without regard to age, color, creed, gender identity, disability, height, membership in any labor organization, national origin, parental status, political identification, race, religion, sex, sexual orientation, or weight.
Content copyright © 1989-2012 by All-of-us Express Children's Theatre.