Improv Asylum, an improvisational comedy night club currently has an identity with room for improvement.

As an exercise in corporate identity development, I took it upon myself to create a brand system that more closely resembled the experience of the club.

Due to the improvisational nature of the performances, I employed and altered a typeface that resembled the random and unexpected encounters that a club patron would experience. Furthermore, I used an illustrated character to comically convey the crazy nature of the improv comedians.

It is called an "Asylum" after all.

This was not the first and only logo that I developed for this exercise. I have included some of the logo process on the next page for your enjoyment.