The Chicago Theatre LogoA new logo for an old classic.
The Logo In ActionThe logo was used not only in print, but also in the interior architecture and signage at the Chicago Theatre.
Two Great TheatresWhether you’re on the west coast or the third coast, you can see great theatre!
The Chicago Theatre
November 18, 2005
The nearly six–story vertical sign ”C–H–I–C–A–G–O,” is one of the most recognizable landmarks in the city. Built in 1921, the theatre has undergone many changes in it's over 80–year–old history. In need of a new identity system that could be used in multiple applications, The Chicago Theatre hired GeekPAK.
GeekPAK began by exploring the design possibilities – studying key elements of the existing marquee; color, light and the dramatic angles in which the sign is seen or photographed. From this catalog of components GeekPAK developed several design directions. After many approaches were investigated, a caricature of the existing marquee was approved.
GeekPAK has worked closely with The Chicago Theatre, assisting in launching the redesigned brand into the public domain. The team has begun the integration with advertising, promotions and eblast mailings. The building face has also been included in this brand launch with the redesign of program posters and a repurposing of the vacant ticket booth into a multi–media theatre–front display.
+ Identity and brand build out
+ Marquee graphics