The Strand Theater Wins Awards for Graphic Identity and Preservation

Photo © Bruce Damonte

The Strand Theater has received awards from the Society for Experimental Graphic Design (SEGD) and the California Heritage Council. The renovation of The Strand resurrected an abandoned century-old movie house to provide a performance space for the American Conservatory Theater (A.C.T.), San Francisco’s preeminent nonprofit theater company. As part of the renovation, SOM developed a graphic identity for the theater—one clearly identifiable as A.C.T., a 50-year-old institution, but tailored to reflect the new space and its mission.

The theater received a Merit Award in the Placemaking and Identity category of the 2017 SEGD Global Design Awards. SEGD is a nonprofit professional association with a global, multidisciplinary community of professionals. In selecting The Strand for the award, the jury noted, "the bold color of the building and strong brand connection throughout all elements of this project," adding that the "careful integration of digital media into a historic building is unexpected and creates a strong sense of place."

In addition to the SEGD award, the renovated theater received the award for Preservation and Restoration from the California Heritage Council. Based in San Francisco, the council is an organization dedicated to preserving spaces that have contributed to quality and distinction in the cultural life of California. The restored civic theater has helped catalyze the regeneration of the surrounding Central Market Street area. The SEGD and California Heritage Council awards bring the number of design and structural accolades for The Strand to 26.

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