

BREVITY WIT PRODUCTIONS
Identity / Art Direction / Web Design / Web Development
Identity / Art Direction / Web Design / Web Development
Logo
“Brevity is the soul of wit,” but that doesn’t mean you want to flaunt Shakespeare in your logo. The company name is a fun play on the quote because it allows people who get it to feel clever and shows that the company is cultured, without a glaring reference. The logo needed to approach Shakespeare in the same way. 14 horizontal bars to reference the 14 lines in a Shakespearean sonnet, with their directions changing at the section breaks in the sonnet structure. Three sections (quatrains) of four lines and a final section (couplet) of two.
Gradients in logos can be a dangerous road to go down, involving a lot of dice rolling when it comes to printing and correct color, but a logo that will be used more often in a digital and video realm allows for the ability to play more. It looks great and holds its own as a single color and the gradient allows for a lot of options in animation.
The main typeface is a condensed, slightly modified sans-serif. Highly legible both large and small as well as in print on digitally.