| Tony Awards
2007 ReBrand 100 Winners > merit
Industry: Events/Entertainment/Sponsors - Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - The Tony Award is the highest recognition of excellence bestowed in the Broadway theatre and during its 60-year history has become the vanguard accolade for theatre professionals. The awards are presented in a nationally televised gala at Radio City Music Hall each year. The old identity, however, had little relevance to the spirit of the organizations that sponsor the Tony’s or the people they celebrate.
Challenge - There are three primary target audiences: the professional Broadway actors, musicians, directors, writers, composers, choreographers, designers, technicians, and producers whose work the Tony’s honor; the fans and theatre enthusiasts who support the genre and rely on the endorsement of the Tony Award when choosing which shows to attend; and philanthropists who support live theatre by contributing funds and services directly to the American Theater Wing, co-presenter of the awards along with the League of American Theatres and Producers.
Strategy/Result - The new logo represents the historical significance, dramatic diversity, contemporary relevance, emotion and excitement of the live, human performance. A figure (female, in reverence to Antoinette Perry, the namesake of the Award) floats above a stage-rule at the end of the Tony word-mark, proud of the performance she has given. The word "Awards" underscores the letters 'NY' in reference to New York, where the performances are given, judged, and awarded.
The new identity will be used on all print, online, and broadcast communication going forward, and should manifest itself in some very exciting media including animated Times Square billboards and event graphics.
Credits:
Client: Tony Awards - www.tonyawards.com
Brand Strategists/Designers: Siegel + Gale - www.siegelgale.com
Chief Creative Officer: Howard Belk
Creative Director: Anne Swan
Senior Designer: Daniel Johnston
< | |
