Historic theater unveils rebrand

ST. PETERSBURG — The historic State Theatre in St. Petersburg's Central Arts District was rebranded with a new logo, brand guidelines and website.

Evolve & Co. creative agency in St. Petersburg developed the new visual identity for the concert venue. The rebranding began in fall 2016 with interviews with fans, the St. Petersburg Chamber of Commerce, State Theatre ownership and management, bands and the St. Pete Preservation Society.

“With new ownership and management, we've made so many physical improvements from becoming a non-smoking venue to new lighting, sound, curtains and security measurements,” says State Theatre General Manager Kendra Marolf in a statement. “There is new energy and perspective in the theatre, and we intend to bring in a more diverse showcase of talent as well as rent our space for private functions.”

The 6,000-square-foot building was built in 1924. It was originally a bank and later a movie theater. Today, it's a concert venue for local talent, artist showcases and theatrical presentations.

“The new brand reflects the historic background and iconic architecture of the State Theatre,” says Evolve & Co. Creative Director Craig Whitlock. “These qualities are showcased through the use of contemporary typography referencing 19th Century American Wood Type coupled with delicate flourishes and accents to embody a sense of timeless beauty while maintaining an essence of modernity.”