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Meridian Arts Centre

Project Details
Project Overview + Topic

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Students are asked to development a new corporate identity design for a cultural institution or a non-profit organization (national or international). The institution or organization must have at least 50 employees and have a national or international operation, preferably with multiple physical locations.

Paniz Adiban


corporate identity rebranding

corporate guidelines

Design Problem
  • Find an organization that I believe I could change and provide a good rebranding for

  • Whose identity you feel could benefit from your redesign

  • Compile a prioritizes list of three potential candidates and choose a client from the candidates

  • The rebranding was to be finalized through creating of corporate guidelines for the company

Research Paper
  • To start I completed research and compiled it into a document that could later assist and inform our project. The paper was to include a; SWOT Analysis, Organization Review and Brief, Project Statement, Desired Position, Marketing Message, Target Market, Creative Strategy, and Summary

  • These items were found through various online sources as there was limited access at this point to other other resources

  • The Meridian Arts Centre located in North York, Ontario, seemed like the perfect candidate for my assignment

  • It is a theatre and arts centre that has been in the area for a long time but has been struggling in recent years and although it is a big centre in the community, it is not a popular location, especially among the younger demographic

Creating the Logo and Fluid Elements
  • First and most important steps is to create a logo to represent the company

  • To show the flexibility and variety of shows at the Meridian Arts Centre, I used a stroke that is not constant and does not have any harsh points

  • To represent the initials of the company as well as create a shape that would be related to the theatre, I created the logo

  • Initially it was made of two crossing spotlights but when broken into parts, forms the outlines of the initials. The interlinking letters also display the community and togetherness of the theatre, with their slogan being: there’s something for everyone.

  • While displaying all these ideas, the logo also needed to be sleek and contemporary and be legible from a variety of scales.

  • Although there isn’t a uniform stroke, the shape can be clear at very small sizes and can be used in many different 3D applications.

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Developing the Corporate Guidelines
  • Through the feedback from the earlier logos and fluid elements, I was able to continue developing the corporate guidelines throughout the semester

  • The manual had two major components: the formatting and the content. It was important to look at case studies of other companies and their corporate guidelines to decide what was expected in a manual and how there is a range depending on what your organization does and requires.

  • The Meridian Arts Centre mostly required in house stationary and for branding would only require advertising as well as promotional materials that are used for their shows or given to their audiences.

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Proposed Solution and Results

The final edits of the corporate guidelines were made throughout the final weeks of the assignment. A major part of the rebranding was creating a logo and the basic fluid elements that were used in the corporate materials. The final rebranding followed a similar colour scheme and theme that was in place before the rebranding but was modified to appear more fresh and interesting to the younger demographic in the area that did not necessary attend many theatre events. The corporate guidelines allowed me to really explore being creative and playing around with fluid elements in a more formal and restricted setting. The link below is directed to the finalized corporate guidelines.

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