Cirque du Soleil, the Montreal-based entertainment company, has used a sun-themed logo since its founding in 1984. The mark was created by Josée Bélanger and is based on a tarot card representing the sun, a symbol chosen for its associations with youth, energy and dynamism. The logo has evolved slightly over the decades while retaining its tarot-inspired imagery. [1]
Design and History
The original sun logo was introduced in 1984 and remained in use for 33 years. In November 2017, Cirque du Soleil unveiled a refreshed brand identity as part of a diversification strategy that followed the acquisition of Blue Man Group. The company stated the change was an evolution rather than a revolution, with marketing chief Kristina Heney noting that the sun logo had “shone on the Circus for 33 years” and could continue to propel the organization forward. [2]
The 2017 redesign was developed by Brand Union (a WPP agency) in collaboration with Montreal studio Commissaire Officiel. [3] The project created two distinct logos to separate the entertainment brand from the corporate entity. The Cirque du Soleil show brand received a simplified medallion-style mark, while the parent company, now operating as Cirque du Soleil Group, retained a version with additional decorative elements. The simplified show logo was designed to work more easily across smaller formats and new media. [4]
Compared with the previous logo, the 2017 version removed extraneous elements, refined the sun’s rays and clarified the smiling face so that it always appears to smile with kind eyes. The wordmark was also adjusted, with lighter letterforms and modifications to specific characters such as the “C” and “S.” [5] [6]
Meaning and Symbolism
According to Cirque du Soleil’s official FAQ, the logo is based on a tarot card representing the sun, and the sun symbol embodies youth, energy and dynamism. These same qualities inspired founder Guy Laliberté when he chose the company’s name after researching the symbolic meaning of the word “sun” in a dictionary of symbols. [1]
Typography and Design
Cirque du Soleil’s official brand guidelines specify that the logo is composed of the sun symbol and the Cirque du Soleil signature. The signature may be used alone, but the sun symbol must always appear together with the signature, with the sole exception of social media avatars. [7]
The brand guidelines favor a golden gradient for the logo, with black and white versions as alternatives. When possible, Pantone 8005 C metallic ink or gold foil can be used to highlight the logo on printed materials. [7]
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