The Absolute Brightness of Leonard Pelkey

Absolute Brightness (grey mockup)

Challenge

Two time Tony Award winning producer Darren Bagert needed a title logo for the theatrical stage play ‘The Absolute Brightness of Leonard Pelkey’ that begins performance in Manhattan on July 9, 2015. The story is about a 14 year old boy who was an artist: bold, smart and flamboyant, he is later drowned in a lake for being who he was – different. A sad story of course, but after reading the New York Times review of the play and discussions with Darren, I found out that the play were full of life and ‘leaves you beaming with joy’ (from the New York Times review). So Darren was looking for a bold, fun, dynamic, one of a kind logo, focusing on the brightness of Leonard. The wanted style were a slight Willy Wonka mixed with Tim Burton. We also talked about adding some glow or starburst and the wish to have a upward angle of the artwork (giving a sense of ‘rising above’ or ‘miracle’). The two words ‘Absolute Brightness’ was most important and should be the most dominant. The primary target groups is New York City theatergoers and supporters of ‘The Trevor Project’ (read more about that project here). The logo will be used on website, theater listings in the newspaper, posters, programs, flags, banners etc. This means that the title logo needs to look good from large to small sizes, making legibility very important.

Solution

This was a dream project for me. I feel strongly for everyones right to be who they are and to be able to contribute to this is very satisfying. The project itself were a real challenge with its tight deadline. But we pointed out the direction with an early rough sketch and then it was pretty straight forward. I aimed for a bold, positive, dynamic, full of life treatment. Since Darren liked my previous Thanks lettering, I took some inspiration with me from that project in the aspect of the 3D-look. I also got an idea of using the ‘i’ in ‘Brightness’ as an light source, emitting light on the other parts of the title logo (see the colored version further down). Overall the end result is a unique piece of artwork that is vibrant and filled with energy.

“Björn is very good collaborator. He is willing to listen to artistic direction and executed quickly. As you can see, the end result is beautiful and his attention to detail is magnificent. I would strongly recommend Björn’s creative talents. I do hope we find another project together soon.”
– Darren Bagert, Producer of The Absolute Brightness of Leonard Pelkey

More about the play

From the Academy Award-winning writer of “Trevor”, The Absolute Brightness of Leonard Pelkey  is the “remarkable and moving” (The New York Times) new play written and performed by James Lecesne; directed by Tony Speciale (Drama Desk and GLAAD Media Award Nominee); with original music by Tony Award-winning composer Duncan Sheik(Spring Awakening). You can read the whole New York Times review here.

About my design process

I have a streamlined design process. You will know what to expect during the process and I keep everything efficient and effective, in terms of time and money. Do you want to know more? Visit my page that describes my logo design process. (the same process applies for lettering artworks). Or, if you are ready to go – send me an email and we will get things started.

Features & publications

 More images

Absolute Brightness (sketch)
Absolute Brightness (grey close-up)
Absolute Brightness (color)
Absolute Brightness (color close-up)