![](https://cdn.prod.website-files.com/63447e923ca0f5719457457f/63b245942091f12cee6e61d7_sgss-logo.jpg)
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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.
![](https://cdn.prod.website-files.com/63447e923ca0f5719457457f/63b245b7e03dc552aa25ae79_sgss-poster.jpg)
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.