Create a logo family for a new movie theatre, Art House. This independent theatre in downtown Toronto will be screening independent films as well as select Hollywood movies. Art House wants more people to seek out alternative film and has created a friendly, comfortable luxurious environment to entice a greater audience,. Art House believes in the artistry and the craft of film and wants to honor it with a unique viewing experience. The target audience for this theatre is social media savvy adults aged 25+ who consider themselves cultured and enjoy going out. 

The brand offering, message and personality of Art House is defined by three distinct characteristics that form the communication goal for this design. The first defines the brand as alternative, artsy, and unique, a theatre that is focused on independent features and Hollywood alternative films. The second element of the brand is comfort. It is welcoming, friendly, and casual. And the third characteristic pertains to the luxurious and chic environment as well as references the upmarket products and services available at Art House.