Cirque du Soleil has one purpose. It is about our artists who create unforgettable experiences every night through a mix of the senses, fantasy, imagination and storytelling manifested in a theatrical phenomenon. They embrace creativity throughout all levels of operation, always tying everyone to the magic of the end product (their shows).
The wordmark is based on the typeface: Adobe Caslon. Caslon is a serif-based font (the little strokes at the end of the letters). Unlike any other typeface, the serifs flow smoothly to the main strokes of their respective letters. The distinctive characteristic of Adobe Caslon gives the wordmark an overall prestigious yet organic flow. The flow is further emphasized in the letter “Q” where the tail of the character blooms into a flourish. The set of characters are laid out on top of each other that forms an organized structure while maintaining the elegant flow. One of the most interesting features in the logo is the performer’s face seen in the “Q”. Cirque du Soleil is about creating an unforgettable creative experience for both the audience and the artists in Cirque du Soleil, for that reason having the performer’s face to communicate that is central to Cirque du Soleil’s values. Along with the organic quality in the typography, it evokes the idea of a creative ethos that runs parallel to Cirque du Soleil’s core values. The color scheme used is Burgundy Red, and Sun-Baked Yellow. Red is inherently associated with passion, provoking, exciting and dynamic, however the red utilized in the wordmark uses a specific shade of red called burgundy which associates itself with the idea of rich, refined, expensive, mature, authoritative and lush. Sun-Baked yellow is a colour that is identified with enlightenment and imagination, emulating the intensity of sunlight. The color combination as a whole creates a rich, exciting, and imaginative new ethos that is parallel to Cirque du Soleil core values. The wordmark has been careful placed together in fixed proportions with the ideal combination of colour and form to manifest the core values of Cirque du Soleil.
