Rebranding The Auditorium Theatre wasn't about making this National Historic Landmark more interesting. Rather, re-introducing an already captivating space — its ingenious architecture, world-class legacy and commitment to amplifying the arts — to the Chicagoans of today. The process was a celebration of place, drawing inspiration from its renowned architects, Dankmar Adler and Louis Sullivan. A golden palette echoes gilded interiors. Custom shapes and illustrations reflect the hand-painted gold stenciling, nature inspired metal-work, and radiating patterns found throughout. And an arched logo honors its distinctive soaring arches and their superior acoustics. It was essential we made this historic landmark relevant for today’s audiences by merging its storied history with its limitless future. By driving awareness to the names who have taken the stage over the decades — musicians to presidents — we inspire future artistic talent. The outcome is an expression that is glowing, welcoming, and world-class. It has a magnetic attraction that pulls you in, and an epicness that's somehow intimate. Functionally, the new identity is dynamic, flexible, and robust. But more broadly, it amplifies The Auditorium's mission to bring world-class entertainment to all people of Chicago.