When I began my senior capstone research I set out to explore the idea of social space. What motivates people to enter social spaces? 88% of participants from a survey I conducted stated that they “would be more likely to enter a social space alone if there are set activities that they can occupy themselves with.” This left me to ponder what facilitated my own social interactions with people, in times that I felt friendless or lonely.

For me, like many people, a time I felt very lonely was when I started college. One of the biggest things that ultimately allowed me to connect more with my community and put myself out there was the music scene. Live music often plays an important role in bringing people together. Corvallis, OR (my college town), however, is lacking when it comes to large, open-floor venues. With this in mind, I chose to reimagine a historic building as a concert hall. 

From 1981 to 2012 the building I chose to focus on (originally built as a church in 1930) housed Sivitz Coffee. The name "Sivetz Hall" pays homage to this important part of the space’s history.

For the logotype I designed entirely custom letterforms. The serif font is partially inspired by Sivitz Coffee’s retired logo. The script font I digitally hand-lettered.

Shown above are Sivetz Hall’s secondary / complimentary logos: A stacked logo format with and without the venue’s establishment date, a badge version, and a simplified rendering of the Sivetz Hall building.

Three “color duos” paired with Roc Grotesk, a font that comes in a large variety of weights and widths help to cultivate a retro aesthetic. This is aided additionaly by the use of grainy duotone photos.