The Los Angeles Theatre Center
Dramatic Changes
The Latino Theater Company’s impressive home is located in downtown Los Angeles at the center of a burgeoning new art scene. This company, under the creative direction of Jose Luis Valenzuela, operates the Los Angeles Theatre Center, and is one of 3 preeminent theater companies residing there. Together with the Robey Theatre Co and the Playwrights Arena, the LTC create 2 dramatic seasons annually: Face of the World in the fall, and a spring festival, East of Broadway. Many of the productions are original, fostered by in house programs and resources like the Playwrights Initiative. Colorola was enlisted to manage the branding of the LATC in 2009. We completely overhauled all visual communications, and established a branding guide and extensive set of brand assets which permit the LATC to continue on their own, in house.
Though we’ll happily take credit for the over-all rebranding of the LATC, one of our greatest accomplishments was the resuscitation the long-ignored and woefully abandoned original logotype, created in 1985, and in our opinion, one of the coolest design artifacts of LA’s 80’s zeitgeist. Nearly every vestige of this logo had been removed from the LATC brand; however, the rigorously amalgamated iron lettering on building’s facade and portico remained, and when we saw, we had to have it.
With 4 state-of-the-art auditoriums, this elaborate facility is one of the top performance spaces in the country. It’s an architectural The unique edifice is actually a hybrid of two distinct structures, a 1920’s Beaux-Artes bank building designed by John Parkinson, and a strikingly modern addition, designed by LA’s John Sergion Fischer & Associates.
