Arts Touring Connector
Ontario Presents came to us with a project: revamp the “Ontario Presents” logo, something more up-to-date. They wanted the new logo to be strong and clean, responsive and available in English and French.
They were only planning to use it for email signatures, event handouts, and minimal graphics, so unlike traditional branding, they did not need a complete brand book with fonts, colours, and best practices.
We went through several rounds of concepts and revisions. The Cultch, CAPACOA, and Peanut Butter Studio were among some of the inspirations and references thrown around, but we decided to go with something simpler.
We played with imagery that encapsulates “the arts” and “performing”; arrows, globes, chains, pathways, a microphone, a theatre stage, etc. None of those symbols worked well; they were too limiting to a single category. (music, painting, photography, singing, etc)
Something I like to ask myself when designing a logo, especially a brand, that might help with cleanliness and readability:
“If I hand my card to an international person, what would their first thought be as to what my company does?”
We decided that a combination of the infinity symbol and chain would represent the infinite number of connections you can make in the arts community.
The
Final
Result
P R O J E C T D E T A I L S
Client Notes:
Avoid red (too nationalistic)
Simple, clean, implies ‘connection.’
Potential for arrow ‘travel’, ‘pathways.’
Result:
While the logo was the only ask, we decided to create a few mockups for posters, stickers, totes, and pins to help sell the authenticity of the new logo.
Industry:
Created:
Entertainment
2021