The Southern Theater proposed logotype
This project involved proposing a new visual identity system for either The Southern Theater or 2025 Fringe Festival. I chose the Southern Theater, which helps build and sustain a vibrant artistic community by providing a supportive home for the Twin Cities’ finest, most creative independent performing artists. For this project, I wanted to highlight their creative and historic atmosphere.
After several stages of ideation of type pairings, color palettes, image treatments, and logotypes, I landed on a grouping of elements that represented the creative message of the Southern Theater. I primarily used starburst art and curved gestures to represent the energy, passion, and artistry of the theater's performers. With muted vintage-inspired colors and textured treatments for images and type, I also sought to emphasize the theater's historic qualities.
Double banners
Season catalog
Social media
