Asolo Board of Directors Vice President Margaret Wise opened the program with welcoming remarks and introductions, after which incoming Producing Director Michael Donald Edwards enthusiastically lead a discussion and presentation showcasing the new branding materials. Joining Edwards at the press conference were FSU/Asolo Conservatory for Actor Training Director Greg Leaming; Executive Director John Wetenhall and Curator of Theater Programming, Historic Asolo Theater Dwight Currie – both of the John and Mable Ringling Museum; FSU Foundation Interim President Marilyn Spores; and Angela Massaro- and John Fain of Grapevine Communications, Inc., the firm that created the new materials.

The new branding gradually will be incorporated into all materials, officially taking effect for the 2006-2007 season that begins on July 1, 2006 as Michaels Donald Edwards fully steps into his role as the producing director of the Asolo Repertory Theatre.  It also coincides with the expected opening of the Ringling’s Historic Asolo Theater.

Edwards explains, “It’s a rare and exciting opportunity for an arts organization to revitalize, re-state and re-brand its image and mission. The opening of the Historic Asolo has provided just such a catalyst and opportunity.”

Goals -

When deciding to adopt a new image, the Asolo Repertory Theatre had three main goals:

New Name, Logo and Slogan -

Our new name, Asolo Repertory Theatre, reinforces the strong identity and long traditions associated with the name “Asolo” representing the historic theater building in which the acting company originally performed. The word “repertory” is at the heart of the name and more importantly it emphasizes the unique repertory style of operation which is quite rare in this country. Eventually, we hope that the community will refer to us as the “Asolo Rep” thus further distinguishing us from the Ringling’s Historic Asolo Theater.

Our new logo incorporates red along with black and white, since the color red is stimulating and exciting. The logo is created at an angle and creates a sense of movement and uses more contemporary fonts; both are concepts that build upon the theme of vibrant, energetic progress. The large “rep” expressly encourages and promotes the moniker “Asolo Rep,” the name by which the theatre company hopes to become known.

The words of our new positioning statement, “Entertain. Engage. Inspire.” concisely incorporate what we strive to accomplish with our works on stage: entertain audiences with brilliant presentations, engage with great works and ideas, and inspire everyone to develop and grow from the experience, spreading the joy of theatre throughout the community.

Grapevine Communications, Inc. was responsible for leading the Asolo team through the branding process and created the concept and design for the new materials. A successful advertising, marketing and public relations firm in Sarasota, Grapevine is also dedicated to supporting the arts in our community and charitable contribution. Grapevine’s work on this project spanned several months time and was offered pro-bono.

John Fain of Grapevine explained, “We love helping our community. We assist both charities and non profits in helping them to achieve their objectives, which in turn makes a positive impact. We want this community to remain a great place.”