BriefCreate an identity for the Leeds College of Art End of Year Show.

ConceptIn the spotlight.

AudienceArt & Design students, creative industry professionals, local and national press and TV, local artists and general public visitors.

Tone of VoiceFriendly and informative, professional, considered, and innovative whilst portraying the College as a leader in art, design, media and communications education.

RationaleThe showtime identity plays on the suspense of a show beginning, the exictement and the build-up till the spotlight hits the stage. It also poses an idea of putting the college in the spotlight over others who are maybe left in the dark.

The word showtime also links to the concept of the showcase of work by the students and is a little tongue in cheek in reference to the idea of a play or act which should appeal to the widest audience possible as it doesnt take itself too seriously.

The concept is based on the idea of a spotlight illuminating the black background as if onto a students work.

Logo DesignThe design of the identity relies on a spotlight icon which passes through media on plain backgrounds, giving the effect of illumination. The icon is designed to be minimal and contemporary, inkeeping with the existing college material.

The design is lit with a serif typeface, adding small elements of detail in it’s forms. The word ‘showtime’ is presented on all types of media on the upper left-hand side giving consistency.

Colour PalletThe colour pallet is vital to the professional and understated image of the End of Year Show brand. The college’s elements are composed in simple black and white where colours are used in signifying the different courses on other visual material.

Printed FormatsThe concept of the branding puts the ideas of having the college in the spotlight.

To be included with a pack of promotional material, individual course pamphlets with unique colours to each course can be used for those visitors inquisitive about particular courses a piece of information with selected contacts.

Printed material for the college itself will be printed in black and white, large scale banners would be used to grab attention outside the college, whilst use of wall and floor vinyls continue the theme of the event throughout the building and coloured signage can be used as visual indicators of each course.

Online PresenceThe End of Year Show’s promotional material is lit with a black and white themed this will allow an easy transition of recognisable colour and visual material from printed material to digital formats.

The web-based promtional material can easily be extended onto different formats and scales. Simple adjustments of the size of type and the spotlight icon make the branding easily recognisable.