STUDIO: CIRCUS LEEDS COMPETITION BRIEF

I began the live brief for Circus Leeds sent by the University.

THE BRIEF

Circus Leeds are commissioning the design of a new logo to accompany a change in branding.

Details:

Previously Leeds Children’s Circus, Circus Leeds requires a more professional visual identity and logo which is still fun and accessible, but which moves the organisation forward.

Criteria:

• Company name wordmark logo only (plus a condensed option for use on social media). The font and colour application must work hard to convey the personality of the brand
• Easily readable and recognisable - inclusive
• Options in black and white and multi-colour for different uses. The logo should be set up to allow multiple colour adaptations in the future (e.g. it might be changed for a week to celebrate Leeds Pride or a partnership with a charity). Avoid yellow as a main colour.
• Eye-catching and simple
• Avoid the use of circus imagery (clowns, juggling balls etc). They are limiting in terms of definitions of circus arts
• Fussy, vintage lettering could present legibility issues and should not be considered
• Simple, flat and legible design which is not child-like - a step away from the previous logo/brand
• Avoid special finishes or expensive fonts

Considerations: 

• Letterpress style font is desirable (a nice link to Leeds’ printing heritage)
• Stacked logo is preferable (Circus/Leeds split over 2 lines)
• Colour inspiration from old circus posters to achieve a colourful yet muted palette which would appeal to all audience groups
• Recommendation for supplementary (free) fonts which can be used on printed materials alongside the logo

PAYMENT

The selected designer(s) will be awarded £300 for the use of their logo design.


SUBMISSIONS

Please submit a pdf or low-resolution jpeg concept of your logo design, along with examples of its use/appearance in a variety of different formats:

• Online
• Social media
• Marketing materials
• Flyer/poster design

Also submit a recommended supplementary (free) font that would complement the logo.

In addition, provide a statement outlining how you feel you have answered the brief including the name of the complimentary font you recommend for print.

After reading the brief I highlighted key parts that I understood had to be reflected within the project. They mainly wanted a logo redesign for their company that could be used across several platforms including print and digital. It would be found on social media mainly and they also required a free downloadable typeface to go along with it that would accompany their text in print and pair with the logo nicely. They wanted the logo to be type led and be inspired by old letterpress techniques. They also didn't want the logo to include any obvious illustrated connotations of the circus i.e. clowns and juggling. DON'T USE YELLOW TOO!

Old logo: