AFT Debuts New Name & Logo

Beginning officially in January 2015, Door County’s American Folklore Theatre (AFT) will debut a new name: Northern Sky Theater. They also recently unveiled a new logo.

They sent out several requests for conceptual logo designs in April to graphic designers based in Northeast Wisconsin.

“Our guidelines to the designers were fairly specific but gave them a lot of room for imagination,” stated Marketing Director, Ann Birnschein. “We provided them with a broad range of general themes to work with including the ‘night sky’ and ‘music,’ but also wanted the logo to communicate our quality theater experience.”

The task force reviewed dozens of concepts before fine-tuning a rendition submitted by independent designer Bill Vandermause to meet the unique needs of the company.

“We love how this logo is at the same time evocative of the night sky and yet offers the subtle suggestion of ‘music’ with the shape of the guitar on its side,” stated Artistic Director, Jeffrey Herbst. “The typeface really stands on its own with ‘Northern Sky’ as the strongest element and the word ‘Theater’ offering a bit of whimsy.”

“We think this logo celebrates the company’s past while looking strongly to the future,” added Board Chairperson, Mary Seeberg. “‘It evokes that magical feeling we all experience during our summer show under the stars and that delightful feeling after a show as we head home in the autumnal Door County night.”