Longform improvisation is a particular type of art form: collaborative, spontaneous and limitless. The longform community in Phoenix, AZ finally has a home. Performing since 2007, when a handful of improv troupes came together to form The Torch Theatre. Back then they were more focused on putting up shows, so a rendering of a napkin sketch logo from one of the founders was put up on a website, and they were in business. Having a deep love and understanding of the art, I offered to help them bring that logo to the next level. Making the brand guidelines loose and flexible, like a good improvisor, is the goal. It is constantly evolving and developing, but patterns and themes are identifiable. Just like a great show.