Ford's Theater Society Launches New Logo

The Ford's Theatre Society today unveiled a new logo design in preparation for the 2011-2012 theatre season and the February 2012 opening of the Center for Education and Leadership. Developed by New York firm LaPlaca Cohen, the new logo maintains the Society's previous color palette but replaces the image of the Ford's Theatre façade with a visionary, profile image of Abraham Lincoln. This design shift appropriately recognizes the centrality of our 16th president to the programming available on the Ford's Theatre campus (Museum, Theatre, Petersen House where Lincoln died, and the forthcoming Center for Education and Leadership). With the added tagline "Where Lincoln's Legacy Lives," the new logo also reflects the continuing relevance of Lincoln's legacy today

Development of the new design followed a series of internal and external interviews to reassess the Society's vision statement in connection with the expansion of programming planned for the Center for Education and Leadership. Using the findings as a foundation, a steering committee composed of Ford's Theatre Society board members and staff experienced with marketing, strategic planning and branding then worked with LaPlaca Cohen to develop new messaging and graphic elements.

"The mission of Ford's Theatre Society is to celebrate the legacy of President Abraham Lincoln and explore the American experience through theatre and education," said Ford's Theatre Director Paul Tetreault. "With its clean, forward-looking design, the new logo reinforces our mission and reminds us of Lincoln's power to awe and inspire modern-day audiences."

Ford's Theatre Society
Since reopening in 1968, more than a hundred years after President Abraham Lincoln's assassination, Ford's Theatre has celebrated Lincoln's legacy and explored the American experience through theatre and education. Under the leadership of Director Paul R. Tetreault, Ford's Theatre has been recognized for the superior quality of its artistic programming. From the nationally acclaimed Big River to the world premieres of Meet John Doe, The Heavens Are Hung In Black and Liberty Smith, Ford's Theatre is making its mark on the American theatre landscape. For its accomplishment, the organization was honored in 2008 with the National Medal of Arts. For more information, visit www.fords.org.

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