Use Case

The Seattle Gilbert & Sullivan Society

Rebrand Initiative

The Seattle Gilbert and Sullivan Society asked A Great Idea to deliver a rebrand of their current identity which reflected the evolution of the organization and positioned the long-running, esteemed theatrical company to speak to younger audiences that might be less familiar with the Gilbert & Sullivan catalog. The project yielded a clean, iconic identity system that had flexibility in palette and enabled a more dynamic creative application.

  • Playful and Clever

    The Seattle Gilbert & Sullivan Society rebrand’s versatility comes from a focused, witty iconic logo that can be positioned vertically or horizontally and references the troupe’s specializations in musical theater. The typography balances the iconography, making a nod to late 20th century letterforms, while embracing a bright, vital color palette that speaks to a more modern approach to the classics.

  • Evolving the Legacy

    Faced with a diminishing crowd size, the theatrical organization sought to speak to a broader audience that might not be well-versed in Gilbert & Sullivan’s massive, fascinating songbook. Taking a cue from the national revivals of Shakespeare’s repertoire, A Great Idea’s approach was to facilitate creative opportunities away from traditional marketing by keeping the logo clean and the palette broad to allow performance artwork to drive the message.