NEW!

Background and Process of the Alberta Bair Theater’s New Brand Development:

ABT Mission:

“Bring the excitement of the performing arts to the Big Sky Country”

The Objective - gained through surveys and a group brainstorming session:

The ABT wishes to update its image with a new, vibrant, yet classy logo. The new brand should attempt to draw ayounger demographic of patrons, yet honor the current patrons and respect the history of the Theater within theBillings community. The new brand should excite and captivate the pre-patron, the current patron and the staff.

Creative Thought:

The new brand reinforces and uses what has already been established and embedded through the past logo identity in the following elements:

a) The triptych shape (squares) both in the logo and on the building facade.

b) The color ‘red’

c) The full name of the Theater.

The new logo combines the fore mentioned historical elements with current and progressive shapes and font treatments:

1) The triptych shapes - reflect the interior wall shapes of the Theater as well as the exterior glass stairwell tower. These components of the logo are stable, yet progressive with their skewed tops, and promote an uplifting and somewhat ‘urban’ feel.

2) The ‘sweeps’ at the base of the logo imply action, movement and the excitement of live performance theatre. They draw the viewer towards the triptych and, thus, the Theater.

3) The logo color palate is comprised of rich, classic colors which compliment one another - red, purple and gold.

4) The fonts chosen for the logo combine both classic and progressive through the use of a serif font for the Theater’s name and a sans serif lower case font for the tagline.

5) The logo is no longer contained within the restrictions of a rectangle giving it a more inviting and active impact. The larger family of logos and the new graphic icon will allow flexibility to implement the brand through out the Theater’s marketing materials and campaigns while maintaining consistency and brand integrity.