Benson Theatre
Located in the middle of the historic Benson district, Benson Theatre offers a space for the performing arts within the community. With a mission focused on inclusivity and accessibility, this brand refresh puts Benson Theatre to showcase their new space while putting that mission on display.
CREDITS
Agency: Clark Creative Group
Creative Direction: Daryl Anderson
Web Development: Shape Society
SCOPE
Brand Refinement, Web Design
Concept
For the refresh, we've taken and refined their logo from before using inspiration of the space itself. The first update was the type. With the theatre sign being so prominent on the Benson strip, we knew the logo needed to evoke that. The new typeface is much more geometric, with an inline to mimic the strips of lightbulbs running through the sign. The other major update is the spotlights above. These are now much brighter and spanning the width of "Theatre", such as lights spanning across a stage.
An alternate vertical lockup of the logo was also created as a clear nod to the iconic signage. Continuing with the Art Deco feeling of the brand, we were inspired to create textures and patterns from the materials and decor from the interior. A script font was also selected and modified to serve for headers or graphic elements.
