A Christmas Carol Logo Redesign

A Christmas Carol is American Conservatory Theater’s most popular theater show, running every single year at the Geary Theater during the holidays. As the range of marketing mediums that their logo appeared on increased and diversified, there became a dire need to redesign the logo to be more readable and flexible. Despite this, they wanted to keep the playfulness of the logo that they loved so much, so I was commissioned to recreate the logo for more practical uses. The original logo had many issues to address; to alleviate these issues, I created consistent but more conservative serif endings, removed some of the flourishes and made them more consistent, evened out letter weight and smoothed out any crude or jagged lines. I also created a more intentional bounce in the baseline to maintain its whimsy.