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The Chicago Theatre Re-Brand

November 18, 2005
Architecture & Interior Design Services
For architecture and interior design services, please view Linda Wallack’s resume at to learn more. To request a free proposal please email us at

Website & Design Services
For website design and implementation services, please go to to learn more. To request a free proposal please email us at, or call us at 888.GEEKPAK.

The nearly six-story vertical sign "C-H-I-C-A-G-O,", is one of the most recognizable landmarks in the city. Built in 1921, the theatre has undergone many changes in it’s over 80-year-old history. In need of a new identity system that could be used in multiple applications, The Chicago Theatre hired cleverSPIN.

CleverSPIN began by exploring the design possibilities – studying key elements of the existing marquee; color, light and the dramatic angles in which the sign is seen or photographed. From this catalog of components cleverSPIN developed several design directions. After many approaches were investigated, a caricature of the existing marquee was approved.

CleverSPIN has worked closely with The Chicago Theatre, assisting in launching the redesigned brand into the public domain. The team has begun the integration with advertising, promotions and e-blast mailings. The building face has also been included in this brand launch with the redesign of program posters and a repurposing of the vacant ticket booth into a multi-media theatre-front display.
cleverSPIN 1115 w. belmont avenue, suite 2f 773 293 0500