Laugh Tank Improv Theatre

This brand identity was created as a branding exercise in my corporate identity course at SNU. The objective: to create a brand based on the attributes and associations of an animal. I sketched extensively for this project: tigers, peacocks, cicadas, butterflies. But eventually I decided to hone in on the lowly clown fish due to its vibrant color and complex nature. The link I found between improv comedy and the clown fish was the nature of a symbiotic relationship. Clown fish rely on stinging anemones to protect them from predators and and the anemones benefit from the clownfish cleaning them of parasites and debris. Improv performers on a stage must rely on a similar mutualistic trust to successfully deliver a punchline or round out a scene. I decided to take this connection and create a vibrant, playful brand that would represent the nature of "Yes, And".