Two time Tony Award winning producer Darren Bagert needed a title logo for the theatrical stage play The Absolute Brightness of Leonard Pelkey that begins performance in Manhattan on July 9, 2015. The story is about a 14 year old boy who was an artist: bold, smart and flamboyant, he is later drowned in a lake for being who he was – different. A sad story of course, but after reading the New York Times review of the play and discussions with Darren, I found out that the play were full of life and ‘leaves you beaming with joy’ (from the New York Times review). So Darren was looking for a bold, fun, dynamic, one of a kind logo, focusing on the brightness of Leonard. The wanted style were a slight Willy Wonka mixed with Tim Burton. We also talked about adding some glow or starburst and the wish to have a upward angle of the artwork (giving a sense of ‘rising above’ or ‘miracle’). The two words ‘Absolute Brightness’ was most important and should be the most dominant. The primary target groups is New York City theatergoers and supporters of ‘The Trevor Project’ (read more about that project here). The logo will be used on website, theater listings in the newspaper, posters, programs, flags, banners etc. This means that the title logo needs to look good from large to small sizes, making legibility very important.

 

This was a dream project for me. I feel strongly for everyones right to be who they are and to be able to contribute to this is very satisfying. The project itself were a real challenge with its tight deadline. But we pointed out the direction with an early rough sketch and then it was pretty straight forward. I aimed for a bold, positive, dynamic, full of life treatment. Since Darren liked my previous Thanks lettering, I took some inspiration with me from that project in the aspect of the 3D-look. I also got an idea of using the ‘i’ in ‘Brightness’ as an light source, emitting light on the other parts of the title logo (see the colored version further down). Overall the end result is a unique piece of artwork that is vibrant and filled with energy.

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Cheers,
/Björn