The Music Box
A Renaissance in Tenseltown
Thanks to a jaw-dropping interior restoration and redesign, spearheaded by artist/designer, Roy Nachum, the Music Box has recaptured its original grandeur. It has also been re-equipped with state-of-the-art light and sound, and is now irrefutably one of the most extraordinary live venues in the world.
Originally constructed in 1926 by vaudeville impresario, Carter DeHaven, the Music Box has a remarkable past. We explored a wealth of historical references which accordingly inspired our rebranding of the legendary Hollywood landmark. Our objective was to revive some of the building’s historic charm and mystique, without overplaying the elements or settling for mere pastiche.
Hollywood Regal Matters
The owners were adamant about retaining a crest, some form of which had been utilized at the theater since the 1920’s. We were reluctant to go this route because of the ubiquitous use of heraldic imagery for the last 10 years, from local nightclubs to the epitome of all things overused, Ed Hardy. So it was important to avoid anything that looked like vector clip-art, or tattoo filigree. The only way to ensure uniqueness was to draw it ourselves. There were other considerations as well: the logo had to be simplified to enable embroidery applications to the backs of several 100 theater seats; it had to work in a digital format, as well as print; and ultimately it had to function in different markets, from live rock concerts, to club nights, to private events. Through several incarnations, we managed to create an icon that reflected some of the ornate Victorian features of the venue’s architecture, with a customized font that evoked classic movie titles. We also devised a variety of treatments that could be applied across numerous production and promotional platforms. In addition to the ‘Classic Crest’, we created an auxiliary volume of historic style logotypes that can be used as an alternative, adding diversification to the overall brand, but keeping the core values of the Music Box at the forefront.
