Monday, September 22, 2008

Can a Theater's Logo Hurt It?


I'm borrowing a graphic from Seth Godin's blog:

He uses it to illustrate a point that I think has use in the world of theatre. These 6 logos, while well known, are extremely generic. They add nothing to the story of the company. In fact he points out that they're so generic you can give them to other companies or even other industries.

This can also be true of some larger theater companies. In fact some of them don't have logos (Steppenwolf, Alley Theatre), and this doesn't allow branding on each company's uniqueness.

Seth Godin talks about how these companies are some of the most powerful and well-known in their own industries. But we're noticing a different trend in marketing. Companies are now abandoning these meaningless logos for ones that capture the company's special energy. And that sales.

So while we recognize the names like such-and-such community theater, these companies aren't marketing to the 21st century audience. Dallas audiences recognize Kitchen Dog Theatre's logo, and I think it really captures the theatres bold artistic style!

And this is part of a bigger point. Big theatres using lame logos isn't just bad marketing, it's a sign that they're out of touch.

Maritza, our non-theatre board member, brings up a good point. We may be relying too much on older people as subscribers rather than really developing seasons to reach and inspire young people.

The audience is much younger at Kitchen Dog than it is at most community theaters. And a better logo alone won't help...

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