A rebranding design for the Charles Theatre of Baltimore. 'The Charles' is a beloved cinema for the local community and has a long history. Throughout the years, It has become a popular dating spot and modern getaway and has loyal customs come back for its unique arrangement of film display and theme events. The spirit of The Charles is so special that I believe the visual identity of The Charles should be upgraded to help it shine a bigger charm. The goal of this rebranding project is to help it attract more young people from the city, while still maintaining the original customers who remember it with a tune of the classics.
While keeping the original color swatches of black, white, and gold, in order to create a modern and vibrant look, I came up with a new pattern of transforming circles and rectangles that represents moving images and cinema camera rolls. The vertical placement of the "Charles" logo is referring to the vertical signage board of the theatre and the usage of the letter C as a circular and repetitive pattern across the visual system.
The project was highly rated by the professor, Jennifer Cole Phillips, a regular customer of the Charles Theatre. She stated that the shift of the brand brings modern style and new energy to the timeless theatre, while still preserving what returning customers enjoy about it. It does not directly show any cinematic icons but hinted at it on many levels. Overall I believe that the project reached my brand shift goal and is a success.