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About Face Theatre Logo Redesign

About Face Theatre
Chicago, IL

About Face Theatre (AFT) creates exceptional, innovative, and adventurous plays to advance the national dialogue on gender and sexual identity. All performances are hosted within Chicago’s finest theaters making it critical to have a solid brand identity. Because AFT does not have their own venue, being able to bring branding into other theaters was critical.

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About Face Theatre Logo Redesign

1 Original logo design

Over the years AFT had several logos that were not used consistently. Another part of the logo redesign was to develop a Brand Guidelines PDF which staff would use to ensure brand representation. The brand guideline includes approved color options, proper placement of logo and standards for marketing materials.
About Face Theatre Logo Redesign

1 Sample Brand Standard Page

Included in the 17 page Brand Standard Guidelines is a sample poster with required content.  As staff and future designers develop materials, this page will help ensure branding stays consistent.
About Face Theatre Logo Redesign

2 New Logo Design

We began the logo redesign by bringing together AFT staff, board members, performers and youth members to get an understanding of what makes AFT great. We hosted an exercise in which everyone brought an item that reminded them of AFT. Then asked each person to explain the item, colors, shape, etc. This helped guide the process of creating the new logo.
About Face Theatre Logo Redesign

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