The Stranahan is a longstanding Toledo performing arts venue that opened in 1969 as the Masonic Auditorium. In 1994, it was acquired by the Stranahan family to protect and preserve the venue for the greater Toledo community.
As part of a broader transformation, the organization was reintroduced simply as The Stranahan, creating a more unified and recognizable identity for the theater, Great Hall, and broader venue experience.
The rebrand focused on moving away from the previous literal and dated identity to create a visual system that felt modern, elegant, and connected to live performance.
Created at Madhouse Studio, my role centered on developing the core logo concept and visual identity. The concept placed the familiar Stranahan name at the center of the brand. A custom, symmetrical “S” monogram combines elegant curves with structured linework inspired by musical notation, instrument forms, stage curtains, and the visual rhythm of live performance. The resulting identity feels sophisticated and contemporary while remaining connected to the venue’s history and local legacy.
The identity was designed to extend across exterior signage, venue spaces, event promotions, digital communications, and branded collateral. Together, these applications create a refined and flexible system that honors The Stranahan’s history while positioning it for its next chapter as a contemporary arts and entertainment destination.
The new identity received local media coverage from WTOL 11 News following its public launch.
