“Let the Sunshine in”
(Est. 1984) “From a group of 20 street performers at its beginnings in 1984, Cirque du Soleil has evolved from a world leading organization that reinvented circus arts to become a global live entertainment provider. From its international headquarters in Montreal, Canada, Cirque du Soleil has brought wonder and delight to more than 180 million spectators in over 450 cities in 60 countries on six continents. In 2017 alone, 18 shows are being simultaneously presented around the world. Cirque du Soleil also brings the same energy and spirit that characterize each of its shows to other spheres of activity, while maintaining stringent standards of artistic quality and originality. The company now has close to 4,000 employees, including 1,300 performing artists from close to 50 different countries.”
“We especially refined the face, ensuring that it is always smiling, with loving and caring eyes. The cheeks are also sharper, but still in this clownish spirit that is no longer part of many of our brands, but that refers to our story.”
This evolution was also aimed at adapting to smaller formats. “We have more and more points of contact with consumers, whether through email or mobile phone advertising, and the current logo, very detailed, more of the order of the drawing, was less easily seen in small format says Sheila Morin, Senior Director, Marketing and Brand Strategy, Cirque du Soleil.
Images (opinion after)
The old sun was scary and also terrible for use in application, easily becoming smudged. The emanating banners and ribbon-like graphics were too big and overpowered the sun. The new logo drops the banners/ribbons for the Cirque du Soleil act but keeps them for the parent company logo and the sun has been much better drawn for clarity and reduction of nightmares given. It’s a nice, functional evolution. The wordmark is slightly improved with a lighter weight and tweaks to some of the letters (the “C” and “S” being the most different). The Groupe logo is quite nice, with a much better interpretation of the banners and a subtle use of shadows that gives the logo some dimension. Overall, nothing drastic but a clear improvement that will allow the logo to perform better across more applications.