Theatre Under The Stars Unveils New Logo

Theatre Under The Stars (TUTS), Houston's acclaimed non-profit musical theatre company, unveils a new logo as part of their updated brand image.

"The launch of this new logo is a direct reflection of our vision for TUTS' future and our goal to set a new standard in the arts industry," says TUTS' President and CEO, John Breckenridge. "We are passionate about the direction we are heading and believe our new graphic expression distinguishes TUTS' identity in the Houston community, and beyond."

The new logo maintains classic colors of navy and gold, but incorporates a clean, simple design that positions TUTS as a contemporary leader in the performing arts. We have created a star that abandons cliché and abstractly conveys the kinetic, transportive nature of musical theatre. The prominent graphic is inspired by the iconic dome architecture in The Hobby Center's street level lobby, and pays tribute to TUTS' beginnings "under the stars" at Miller Outdoor Theatre. For the house font, TUTS selected Gotham-a dynamic, sophisticated font family that will be used in most online and print applications.

To help shape the new identity, TUTS collaborated with Pentagram, the world's largest independent design consultancy firm. Pentagram worked closely with TUTS' graphic design team to develop the brand story and the new logo, both of which visually communicate that TUTS is a world-class organization and leader in its medium. Pentagram has designed the logos for organizations including the Metropolitan Opera House, Star Alliance and 21st Century Fox.

"It's been a pleasure working with TUTS on their rebrand and learning about the company's rich history," says Pentagram. "Our objective was to create a unique star that would tie together the theater's outdoor roots and The Hobby Center, its indoor performance space. The minute we walked into The Hobby Center we were enamored with the dramatic chandelier that illuminates the building's lobby. The shining metal rays radiating outward from the recessed center of the dramatic lighting fixture over our heads became our muse. At that moment we knew we had found the star of the show."

The launch of TUTS' new logo is part of a larger campaign to update and freshen the company's brand, which will include a new website reveal this spring.

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