CASE STUDYRedcat Theater
DESIGN: ADAMSMORIOKA BEVERLY HILLS
“AS DESIGNERS, WE’RE TEMPTED TO MAKE EVERYTHING LOOK WONDERFUL, and most of the time we do, but sometimes it’s best to leave a logo alone,” Sean Adams says. “But if a mark has little positive equity or negative associations, we look at a redesign or new nomenclature. This can mean a complete overhaul or simple refinement.”
AdamsMorioka’s Redcat Theater logo is the redesign of a mark that just barely saw the light of day, and yet it’s also an object lesson in how building on an identity’s equity is always the starting point for designers. Conceived during construction and fund-raising phases of the Roy and Edna Disney CalArts Theater (hence the acronym REDCAT), AdamsMorioka’s ...