The Broadway League
Services provided
ART DIRECTION
BRANDING
PRINT
STRATEGY
The Broadway League is the national trade association for the Broadway industry. Over 700+ members ranging from or including theatre owners and operators, producers, presenters. Not limited to and general managers in North American cities, as well as suppliers of goods and services to the commercial theatre industry. Each year, League members bring Broadway to more than 30 million people in New York and more than 200 cities across the U.S. and Canada.
Project: The Broadway League hired me to design an identity for their “Broadway Celebrates Juneteenth” outdoor concert event created by black performers and allies. Showcasing their talent and uniqueness through their works of art. The festivities include an annual Legacy Award given to esteemed artists for their incredible community involvement and astounding achievements on Broadway.
The logo
The brand mark
The logo
The solution: Design an identity that captures the essence of Juneteenth and its significance. The brand-mark draws inspiration from the rhythm and movement of a Broadway production while also giving a nod to Juneteenth symbolism. Choosing this typeface was based on its readability, versatility, and strength to represent such a significant time in history. The design had to work well on different platforms like print, web, and billboards.
The update
The refinement of the word mark was a deliberate effort to encapsulate the essence of freedom, mirroring the celebratory spirit of Juneteenth and its significance in emancipation. The infusion of purple as the primary color stems from its symbolic representation of devotion, peace, and pride, adding a vibrant and meaningful dimension to the overall aesthetic.
