Monday, November 30, 2009
The logo for the recently formed Scandinavian American Theater Company is intended to convey a sense comfortable togetherness, cooperation, the idea of bridging divides and drawing from the environment from which we come. The natural, hand-made quality of the two typefaces used in the identity (also designed by me, more to come), Garamond and Akzidenz-Grotesk, is the conveyor of this natural inspiration. The (exteremly) close kerning and the ligatures give a sense of closeness and friendship.
The entire identity program uses only the two typefaces mentioned and the three primary colours found in the flags of the Nordic countries and the United States, blue, red and yellow, as well as white and black. The logo may be produced in any of the five colours of the identity. It may also be knocked out of a flat rectangular shape revealing a background image. I'll bring examples later this month. Happy Thanksgiving, by the way.