Throughout the 1970s, 80s, and 90s, The Capitol Theatre showcased legendary bands including The Grateful Dead, Janis Joplin, and The Rolling Stones. In 2012, over a decade after the venue closed its stage to live music, The Cap reopened its doors with a whole new brand, identity, and aesthetic.
The design prompt for the logo was, "retro, classic, rock and roll." The client wanted to reference the theater's roots but still maintain a tough, gritty edge. The neon treatment harkens to a traditional marquee.
One of the largest projects for The Capitol Theatre was a full page ad for The New York Times announcing the opening lineups.