"Founded in 1981, Chico Performances is California State University, Chico’s performing arts series. It is housed in the iconic Laxson Auditorium, which has been hosting live music and events since 1931. By 2012, there were 50 performances in a season, making Chico Performances the largest performing arts series in the North State region of California.
In recent years, the Chico Performances logo has needed a refresh. When the University’s identity underwent a holistic and comprehensive refresh in 2020-21, the decision was made to tackle the Chico Performances identity as well. The goal was to design a logo that felt like it belonged within the new University identity ecosystem, while still allowing it to display some of its own character and the flavor that is synonymous with Chico Performances and represents the long history of both the performing arts series, as well as Laxson Auditorium. Additionally, the identity refresh was unveiled just as we came out of the pause in live events due to the pandemic and coincided nicely with Chico Performances’ 40th anniversary season."
From the Judges
The time, resources, and research to update this brand should be commended. The new logo is simple, consistent, and relatable for audiences. The refreshed identity is recognizable and there was a well-thought-out strategy developed and executed. A solid job!
