"As part of the transformation of the Strand from derelict cinema to reenergized theater facility, American Conservatory Theater's identity was modified to reflect its new building's focus on contemporary work, emerging artists, education and community outreach. The existing brand fonts were adapted into stencil letterforms, a staple of backstage labeling, to convey the unadorned immediacy of experimental theater and reflect the gritty, transitional aspects of the Strand's neighborhood."
