Question 12

—How does the brand identity standards and system deliver strong brand recall and recognition in all contexts? How is design used to ensure that recall and recognition?

Applebox in comparison to other competing theater groups from a visual appearance stands out as something completely different from the heard. Most companies in the general area rely on darker and more dramatic overtones and with various degrees reinforce their actual status and placement as a “theater” the ideas of the performance and the actual ideas of entertainment seem distant in there respective brands. Applebox’s standards and theology flip these ideas of a staunch and stale theater for only a standardized (egotistical?) audiences, and instead appeal to both them through satire, as well as the non-traditional audiences through non-expected campaigns and messages. The key difference between the other theaters and Applebox and how it appeals to all audiences is that instead of taking the theater serious itself Applebox takes the need for entertainment as the importance not the theory itself.

From the design perspective Applebox, is represented with a much more humorous tone and approach to both itself and the theater craft itself; aesthetically the logo is predominate in both the reference towards the apple and the idea of a metaphoric “box” via the shape of the logo. Through a humorous approach Applebox still takes note of itself as a theater while moving past the same connotations that other theaters do by subversively mocking itself and the traditional / stereotypical audience to appeal to both the standard theatre audience as well as the non traditional audience who have less then positive opinions of the theater experience as a whole.

(I'll edit 13 in later)