Victory Theatre Reborn
The Victory Theatre, a historic cultural landmark in Greater Logan Heights, is reimagined as a vibrant social and cultural hub with a heart for the BIPOC community. As a 501(c)3 institution, it honors its rich legacy while fostering inclusivity and community pride.
Branding and Placemaking:
Research & Analysis, Design Target, Brand Strategy, Brand Expression and Spatial Experience
Design Collaboration:
Omar Garcia
Jamie Leong
Challenge
The challenge lies in reimagining the Victory Theatre as a vibrant social and cultural hub that fosters inclusivity, focusing on the BIPOC community members and supporters who have been the cornerstone of Greater Logan Heights. The brand strategy must acknowledge and celebrate the rich and layered history of the space, forging a future that builds upon this cultural richness. It should catalyze conscious revitalization, attracting those with a deep connection to the neighborhood and fostering a sense of pride, ownership, and belonging. The strategy should prioritize serving the existing community, ensuring the project does not contribute to continued gentrification.
Solution
The Victory Theatre is a 501(c)3 cultural institution dedicated to serving San Diego's Greater Logan Heights community with a heart for the BIPOC community. It strives to be an anchor as a vibrant social and cultural hub that honors the past while embracing the future. By offering a variety of programming centered on arts, film, and music that promote social equity, the theatre aims to become an inclusive space that celebrates the rich fabric of Greater Logan Heights. With its welcoming spaces, the Victory Theatre will be a cherished gathering place that uplifts the community, ensuring its next chapter is impactful and inspiring.
Brand Story
For over a century, Victory Theatre has been a cornerstone of San Diego’s Greater Logan Heights. Once a bustling venue for performances and film screenings, it became a cherished church where Black and Latine congregations came together. In its latter years, the theatre lay dormant, its vibrant history hidden behind its facade.
Flash forward, the Victory Theatre is reborn, transforming into a social and cultural anchor that preserves and advances the rich heritage of the BIPOC community. Our diverse programming and events foster deep human connections, enriching lives and helping our community’s legacy thrive amidst change. Our welcoming spaces promote synergy and dynamic conversations about a brighter tomorrow.
More than just a building, Victory Theatre is a celebration of our collective spirit, a place where history and the future converge to uplift and unite us all.
Victory Theatre Design Target
BIPOC URBAN CREATOR
The Victory Theatre's Design Target is a Black, Indigenous, or Person of Color who infuses urban environments with creativity and innovation. These individuals include artists, designers, musicians, writers, architects, community organizers, and others who use their unique perspectives and talents to enrich and shape the cultural and social landscape of cities. Their creative work often drives community revitalization, preserves cultural heritage, and fosters positive social change. We exist because of them, and their contributions inspire us to strive for even greater inclusivity, creativity, and community strength.
BIPOC URBAN CREATOR MINDSET
We seek spaces that honor our heritage, celebrate our diversity, and uplift our community.
Brand At-a-Glance
BRAND BELIEF
We believe in preserving and advancing cultural legacy by serving as a steadfast anchor to ensure rich heritage thrives amidst ongoing change.
PURPOSE
Championing and celebrating the Greater Logan Heights community through BIPOC culture.
BRAND TAGLINE
Celebrating a Collective Spirit
VALUES
Inclusionary, Uplifting & Engaging
Victory Theatre ensures all voices are heard and represented, creating an inclusionary environment for everyone. We aim to inspire our community through uplifting and empowering experiences. Victory Theatre fosters active participation and connection through engaging and meaningful programming.
Brand Expression & Spatial Experience
LOGO
Our logo embodies Victory Theatre's essence, honoring classic signage and marquees while symbolizing equity, preserving cultural heritage, fostering unity, and enriching Greater Logan Heights with a timeless design.
Main Logo
Monogram
COLOR & TEXTURE
Victory Theatre’s color palette symbolizes the rich diversity and dynamic energy of Greater Logan Heights, while textures inspired by burned film add depth and richness, reflecting vibrancy, cultural heritage, and artistic creativity.
TYPOGRAPHY
Our typography bridges past and present, combining traditional and modern elements inspired by historical marquees to create a timeless aesthetic that embodies Victory Theatre's spirit.
IMAGERY
Our imagery captures Victory Theatre's vibrant spirit in sepia-toned purple photos, showcasing authentic, candid moments that highlight diverse activities, connections, and atmosphere, adding a warm, nostalgic touch.
Historic photography courtesy of San Diego History Center. Additional photography by @future_is_color and @sohohouse. Artwork by Isaias Crow & Genesis Tremaine. Third-party images, text, and logos are the property of the respective rightsholders. They are used here as part of a graduate student presentation for demonstration purposes only.