WORKING WITH THE GUYS FROM BLUE MAN GROUP IS NOT LIKE ANY OTHER EXPERIENCE. A typical meeting can take a turn in any direction. One minute you’re talking brand strategy the next minute LED lights are being juggled as an elaborate visual metaphor. When we were asked to redesign the new marquee at their primary theater, Astor Place, there was no telling where things might lead.
The Astor Place Theater has been the main theater for Blue Man Group for over 20 years. The old marquee was flat against the building and is seen as largely outdated. More importantly it does not reflect the innovative, cutting edge energy of the stage performance inside. The new design had several design objectives. The first is to reestablish Blue Man Group as a defining pillar of the Lower East Side creative spirit. We wanted the new marquee to establish Astor Place as the obvious home base for Blue Man Group and do a better job of bridging the show to the marquee. All while still being its own unique design piece.
Our approach was to re-envision the Blue Man Group visual heritage by using their tried and true branding most people are familiar with but in a new way. A sort of rebrand by returning to the basics of Blue Man’s core look and feel. With all those years of built up brand equity we were able to be much more inventive with their logo and create an engaging marquee that is unique on all sides. The logo is broken up on all three sides but we have Blue Men engaging both the type and the person walking down the street. Its attention grabbing from near and far and more importantly hard to ignore on the busy New York City streets. The final challenge is for the marquee to get past all the legal hurdles, city laws on landmark buildings and pass a vote at the local neighborhood council. Looking forward to seeing these final designs above theater goers in the near future.