The 1912 Venue Brand

The 1912 is a 6,000 square-foot private event venue adjacent to the historic Yost Theatre in the heart of downtown Santa Ana, CA. Album had the privilege to name this unique venue and bring the brand to life. With the amount of competitive venues in Orange County, we knew we needed to develop a standout brand. One that elicited a vibe of exclusivity and sophistication, but with a simple, modern aesthetic.

Downtown Santa Ana is rich with character and the building has an unmarked entrance that naturally evokes a bit of mystery and intrigue. This became the inspiration for the “jackrabbit” that is now at the heart of the brand’s visual identity system. The jackrabbit is a critical component of The 1912 logo, and is also used strategically as a standalone icon.

Our creative team collaborated to develop a set of standards for color, typography, and design — carefully defined in a brand style guide — to ensure that all elements of the brand’s platform and identity are implemented consistently to build brand recognition.

From there we designed and built a fully responsive website (the1912.com), along with key print collateral and digital assets that were launched to coincide with the venue’s wildly successful grand opening.