|This production photo reveals that the staging
matches the show logo.
Even if you discount those posts that are clearly meant to ruffle feathers (the Idina-haters, the next to normal-haters, the people who have already dismissed the piece without having seen it, etc.), when you hear comments like, "it is as confusing as the plot," and "why is Idina in each photo twice?" it may be time to re-evaluate.
That said, I don't find the logo or the pictures particularly unattractive or confusing. In fact, I find it colorful, informative and thought-provoking. But you can't discount the public at large, so I can't give the logo my highest score.
First of all, the colors of the logo are an intriguing choice. Muted yellows, oranges and deep purples are not a combination used very often in a show logo, making them stand out from the rest of the Times Square din. Still, the muted colors could blend in rather than stick out - unless you always get it positioned next to the artwork for Pippin, which goes with it reasonably well.
The font, strong and plain states simply that the show is a modern one, and, of course, "Idina Menzel" in huge letters above the title plays to one of the show's biggest strengths for the public at large. I'm surprised that, so far, anyway, they haven't much touted her being in Wicked or Frozen in all of the primary ads. Meanwhile, those ads that mention the relation of the team and cast to next to normal and RENT are clearly aimed at contemporary theatre audience. It is also telling of the audience appeal of the show - it is contemporary, emotional, and for people who like to think. Of course, those very qualities will make If/Then a tougher sell.
No matter what, a new musical, not based on a known title or premise, is a tough sell these days. I hope the marketing team knows what it is doing. Of course, the same could have been said for next to normal. We know how that turned out. I hope this new show gets just as great word-of-mouth.