The Orpheum Theatre is a historical landmark and source of pride for Phoenicians since 1929. On January 6, 2024, Orpheum Theatre celebrated 95 years and our theatre shows no signs of slowing down.
Built in a Spanish Baroque architectural style, intricate murals and moldings were a fundamental part of the design, all meant to give guests the impression they were enjoying the shows “al fresco.”
After several restoration projects over the decades, the Orpheum Theatre is ushering in a new era. And with the new era, comes a new brand and visual identity to take it into the future. A brand identity that truly reflects its historical values, its elegance and grace, and proud grandeur while being approachable and relatable to all who know and love the Orpheum Theatre.
We started by exploring some of the most iconic elements of the theatre, and the one that captured our hearts was the peacock staircase. This circular staircase is a true depiction within the walls of the Orpheum Theatre. With shimmery blues and soft golds bringing the staircase to life—it’s a distinctive feature that inspires awe and wonder, akin to the performances that grace the theater’s stage.
And so, it was this brilliant staircase that inspired the creation of the new Orpheum Theatre brand and logo. Standing tall, the peacock has an air of taking a graceful bow—the perfect way to represent a theatre as iconic as the Orpheum.
“The Orpheum Theatre is a monument to Phoenix’s rich cultural history,” said Jerry Harper, Phoenix Convention Center & Venues director. “This fresh, new logo and branding reflects the vision we have for Orpheum Theatre—looking to the future while honoring the venue’s impressive past.”
The color palette was inspired by blending key interior features with contemporary Arizona desert tones. The typeface was a custom designed semi serif, giving a nod to its historical values all while infusing it with a renewed and sophisticated allure.
This rebrand is the ideal way to share the story of the theatre’s renowned past, while looking toward its innovative future.