Ionia Community Theatre Business Identity

Project Rationale

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My objective for the corporate makeover for the Ionia Community Theatre (ICT) logo was to bring some life and character to the design. This concept was done most effectively through the glyph portion of the design. The glyph implemented negative space in order to bring attention to the “ict” section of the logo with it’s organic curves. The glyph is based on the comedy mask that was used in early forms of Greek theatre. This is a popular symbol for theatre in many aspects, and would be very recognizable to the audience I am marketing toward with this design.

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Many of the shows done by Ionia Community Theatre are aimed at audiences of all ages, but most of the audience that would be looking at scripts, poster advertisements, and other materials that this logo would be featured on would be around the ages of 20-40 years old. This age group is most likely to recognize what the glyph represents which is one of the main reasons why I chose it.

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I chose the sans-serif font, Tempo, with its geometric forms to contrast the organic shape that the glyph creates. Tempo’s bold, clear design is attractive and eye-catching as compared to the other sans-serif, Helvetica (TT) Light that I chose to use for the words “Ionia Community Theatre” directly underneath the main logo. I wanted more of a light font to contrast the heaviness of the Tempo font. Both fonts are readable, but still add interest to the design overall in a relaxed way that reflects the comfortable feeling that Ionia Community Theatre aims to bring into their performance spaces.

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In terms of color, I went with a four color palette to give the theatre company options when it comes to creating materials in the future. I chose gold, red, and purple to reflect warmth and vibrance which would appeal to the younger audience. These colors also prove to be eye catching when placed next to the black to create an exciting look and feel.