D E S I G N E R
C L I E N T
B A C K G R O U N D
Malcolm Grear Designers' website says: "Malcolm Grear Designers recently designed the new identity for the Veterans Memorial Auditorium in Providence, Rhode Island. The Veterans Memorial Auditorium, now known as “The Vets,” is home to the Rhode Island Philharmonic Orchestra, Festival Ballet Providence and the Providence Singers. On the National Register of Historic Places, The Vets theatre is renowned for its stunning acoustics, intimate size, and exquisite interior space. In addition to its new visual identity, The Vets will undergo major building renovations in the coming months to improve visitor conveniences and overall theater experience.... At a recent press release event, The Vets enthusiastically unveiled their new visual identity to the public, which includes a range of configurations and a lively color palette, providing flexibility for its use in all forms of media."
H I G H L I G H T S
Simple and striking. Leveraging the "V" initial letterform to create a holistic mark is very attractive. Also, when leveraging the initial from the name as part of the symbol, it creates a more direct tie back to that name. This logo design is extremely strong and flexible, meaning it looks well established and finished, and it also holds up it's visual integrity at a scaled down size. Letting the counter-form be the "star" (pun intended) of this mark is very well crafted and thought out by the designer. This creates a high amount of graphic appeal and interest because of the strong use of contrast and positive/negative space. I also like how the star inside the letterforms has clear vertical and horizontal lines for it's structure...which was accomplished by letting the top two "V"s be angled and rotated to the left and the right of the top point in the star (instead of starting the first top "V" as fully upright and straight). The slight openings between the letterforms also allow the viewers eye to drift into it a little bit without feeling too closed off. The pointed elements and sharp cuts in this mark present a nice contrast with the overall circular form it creates.