Brand New Dance
After a multi-million dollar transformation of the former Limelight in Manhattan, the Bostonian owners of Avalon set their sites on the west coast, and a complete renovation of the popular Palace Theater near Hollywood and Vine. The Palace, according to the many at the time, had become synonymous with the area’s ‘decline’, and a brand change was just as vital to the venue’s renewal as the remodeling of the building itself. All iniquities aside, we found the building to be absolutely stunning, as did the new owners, and great care was taken during renovation to preserve and mend its unique architectural features.
The structure’s Spanish Revival motifs consists of several features which inspired our brand design. Moorish tile patterns combined with a rather kitsch collection of baroque appointments throughout the theater all played a part in the creation of Avalon’s logo, and more importantly how the logo was integrated into all visual aspects of the promotion and production. The ID for the venue’s Saturday night electronic music event, Avaland, is a derivation of the parent brand, and easily permits further application of the overall brand concept.