The Alex logo in black on a dark background

Client: The Alex Theater
Category: Entertainment
Scope: brand identity, full brand ecosystem visualization
Project Objectives:
The Alex Theater is historical art deco theater in Glendale, CA that is undergoing a rejuvenation. Having been mismanaged for years and left in the dust of other growing entertainment venues in what is certainly one of the entertainment capitals of the world, The Alex Theater was coming back to life. To break back onto the scene, The Alex needed a total re-brand to signal its new chapter and to make a bold visual statement. Verhaal, breaking the common design norm of a single static logo - designed a modular brand identity system that has multiple variations and changes and morphs, reflecting the bold energy of The Alex.

Stylized 'THE A' logo in six colors: red, gray, black, beige, white outline, and yellow.
People enjoying a movie with popcorn, theater branding "The ALEX."
Corporate stationery set featuring a red pen, button badges, business card, and letterhead, all branded with 'The Alex' logo.
A stack of Playbills with the cover featuring a woman playing a violin. The title reads "Violin Skies."
Double street banners featuring a violinist, promoting 'Violin Skies' concert on September 22 at 8 PM, Ticketmaster link included.
Red hoodie with large white text "THE ALEX"
White T-shirt with vertical black text "THE ALEX" on the front
Three coffee cups with black lids in different colors: beige, red, and yellow, with "THE ALEX" logo on sleeves, on a gray background.
Red and white tote bag with large lettering design.
Woman standing next to posters for "The ALEX" Violin Skies concert on Sept 22, 8PM.
Promotional material for "Shakespearience" featuring web and social media pages from The Alex Theater, highlighting events and contact information.