Built to foster collaboration and creative inquiry across the artistic spectrum, the new Reva and David Logan Center for the Arts is a nexus for teaching, practice, exhibition, and performance. For the center’s preview period and Logan Launch Festival, the Logan Center needed a visual identity, media plan, and materials to promote the building’s opening.
Working with Logan’s marketing steering committee, UChicago Creative developed a logo consisting of overlapping shapes that represent Logan’s interdisciplinary purpose and architecture—and that come together to form an L.
Implementing the identity across materials, our team and partners in UChicago Arts, University Communications, Web Services, and Special Events executed a citywide promotional push. Together, we created targeted advertising, developed a custom website, produced teaser videos, coordinated press events, and welcomed campus and community audiences to attend special events and interactive activities.
The Logan Center officially launched with a three-day festival on October 12–14, 2012. The first concerts, conferences, and gallery shows have shown the center’s potential as a hub for the campus and the city. Major news outlets including the Chicago Tribune, Time Out Chicago, and the Chicago Sun-Times lauded both the space and its significance in fostering arts across the city.
A March 22, 2012, Chicago Tribune preview article lauded the center’s unique potential: “Nothing quite like it, in fact, ever has arisen in the Chicago area. . . . You can see the potential for arts activity in practically every corner.”