Pentagram Designs New Identity for ‘Theatre Under the Stars’
Pentagram’s DJ Stout and his team in the agency’s Austin office in the U.S. have designed a new identity and website for Theatre Under The Stars, Houston’s non-profit musical theatre company known as “TUTS” to the locals.
TUTS’ “before” identity included a star representing the theatre company’s origins as an outdoor-only venue.
The designers say an Art Deco chandelier in the lobby of the Hobby Center, TUTS’ home base, was the inspiration for the new mark.
“A mark based on the image of a star seemed like a given,” says Stout, “particularly since the theatre got its start under the starry Texas sky. The discovery of the star-shaped light fixture was a great find. It gave us the opportunity to create a new star icon that is more relevant to the theatre company than its previous one.”
Pentagram and developer Hunter Cross worked with TUTS’ marketing and design team to create the redesigned website, with the revamped home page featuring a single, colourful “hero” image.