Pacific Standard Design & Branding PACIFIC STANDARD TIME LOGO by TBWA\Chiat\Day Los Angeles

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Industry Magazines
Media Design & Branding
Market United States
Agency TBWA\Chiat\Day Los Angeles
Executive Creative Director Patrick Oneill
Creative Director Jayanta Jenkins
Art Director Stephen Lum, Jeremiah Wassom
Designer Jason Fryer, Bory Chung
Released September 2011

Credits & Description

Category: Logo Design
Executive Creative Director: Patrick O'Neill (TBWA\Chiat\Day)
Art Director: Stephen Lum (TBWA\Chiat\Day)
Art Director: Jeremiah Wassom (TBWA\Chiat\Day)
Creative Director: Jayanta Jenkins (TBWA\Chiat\Day)
Lead Designer: Lori McMichael (TBWA\Chiat\Day)
Designer: Jason Fryer (TBWA\Chiat\Day)
Designer: Bory Chung (TBWA\Chiat\Day)
Design Intern: Donny Smith (TBWA\Chiat\Day)
Media placement: Brand Identity - All Brand Advertising - 1 September 2011

Describe the brief from the client
Our brief was in two parts. First, how to rally, excite and unify 68 art institutions across Southern California. Secondly, how to make Pacific Standard Time a must see cultural event by driving attendance among the culturally curious throughout the region.

Describe the challenges and key objectives
Los Angeles is known as the global hub of film, television and music industries. Its reputation as an influential and vibrant fine art community is overshadowed despite being the home of world class museums and some of the most important and infulential contemporary artists in history. We were challenged to shift public perceptions and boost museum attendance by launching Pacific Standard Time as THE must-see cultural event across Southern California. To achieve this goal, we needed to compete for the attention of non-art aware consumers with a limited budget spread over a seven month period throughout Southern California.

Describe how you arrived at the final design
The inspiration for the logo design was the city of Los Angeles and its iconic connection to the sun.
Clocks, southern california and time zones also needed representation, and the iconic George Miller clock design became a mid-century influence.
So, we put these ideas together with a bold magenta and create a logo that communicated both sun and time, art and design, leisure and fun.

Give some indication of how successful the outcome was in the market
Pacific Standard Time received an unprecedented amount of earned media coverage for the exhibitions and art community as a whole. Museums enjoyed sold out ticket sales for the exhibitions and events and we built a Facebook community with thousands of highly engaged fans.