Foundation for the Performing Arts Center - SLO


The Performing Arts Center in San Luis Obispo is a world-class venue on the Central Coast of California, operating since 1996. Featuring a state-of-art sound system, lighting, and seating, the PAC-SLO has been the setting for exceptional experiences in theater, music, dance, and educational forums – becoming a hub for the San Luis Obispo community. Through a partnership with the City of San Luis Obispo and California Polytechnic State University, The Foundation for the PAC-SLO was created with a mission to keep the venue operating in pristine condition and accessible to all residents.

We planned, designed, and built the Foundation’s website, highlighting its impact on the community, making a case for the importance of donations from the private sector and community members, and updating the Performing Arts Center’s visual identity without significant departure from its original concept. Based on the Foundation’s strategic goals and non-profit best practices, we focused on informing visitors of the organization’s purpose, methods, and values, while highlighting its long-term social impact as an essential service to the city’s cultural landscape. The logo redesign process focused on simplifying the brand mark, adjusting its aspect ratio, and choosing modern typography, offering a more versatile and accessible tone that aligns with FPAC’s purpose of keeping the community together through the arts.

Performing Arts Center San Luis Obispo logo redesign

Foundation for the Performing Arts Center - SLO


The Performing Arts Center in San Luis Obispo is a world-class venue on the Central Coast of California, operating since 1996. Featuring a state-of-art sound system, lighting, and seating, the PAC-SLO has been the setting for exceptional experiences in theater, music, dance, and educational forums – becoming a hub for the San Luis Obispo community. Through a partnership with the City of San Luis Obispo and California Polytechnic State University, The Foundation for the PAC-SLO was created with a mission to keep the venue operating in pristine condition and accessible to all residents.

Performing Arts Center San Luis Obispo logo redesign

We planned, designed, and built the Foundation’s website, highlighting its impact on the community, making a case for the importance of donations from the private sector and community members, and updating the Performing Arts Center’s visual identity without significant departure from its original concept. Based on the Foundation’s strategic goals and non-profit best practices, we focused on informing visitors of the organization’s purpose, methods, and values, while highlighting its long-term social impact as an essential service to the city’s cultural landscape. The logo redesign process focused on simplifying the brand mark, adjusting its aspect ratio, and choosing modern typography, offering a more versatile and accessible tone that aligns with FPAC’s purpose of keeping the community together through the arts.

The original logo designed in the 90s featured a hand-drawn stroke, representing motion in a wave shape, inspired by the lines of the building and relating to San Luis Obispo’s proximity to the Pacific Ocean. We provided aspect-ratio adjustments to ensure its applications in different media. We updated the typography and removed overlapping elements to make the logo work in one color application if needed.

Performing Arts Center San Luis Obispo original logo Performing Arts Center San Luis Obispo logo redesign
Performing Arts Center San Luis Obispo original logo Performing Arts Center San Luis Obispo logo redesign

The original logo designed in the 90s featured a hand-drawn stroke, representing motion in a wave shape, inspired by the lines of the building and relating to San Luis Obispo’s proximity to the Pacific Ocean. We provided aspect-ratio adjustments to ensure its applications in different media. We updated the typography and removed overlapping elements to make the logo work in one color application if needed.

“I’ve worked with Alex several times, all with excellent outcomes. Most recently, he was the lead designer and primary vendor contact for a re-brand and website redesign for the San Luis Obispo Foundation for the Performing Arts Center. His vision and approach blew the competition of 9 other competing agencies away and the results instantly reflected positively on the Foundation. He is passionate, listened to us and presented us with work that met our demand for breakthrough creative. He and his team met every milestone and deadline. We could not have asked for more. He will always be at the top of our vendor list.”

Curt V. – Board Member | FPAC-SLO

“I’ve worked with Alex several times, all with excellent outcomes. Most recently, he was the lead designer and primary vendor contact for a re-brand and website redesign for the San Luis Obispo Foundation for the Performing Arts Center. His vision and approach blew the competition of 9 other competing agencies away and the results instantly reflected positively on the Foundation. He is passionate, listened to us and presented us with work that met our demand for breakthrough creative. He and his team met every milestone and deadline. We could not have asked for more. He will always be at the top of our vendor list.”

Curt V. – Board Member | FPAC-SLO

Foundation for the Performing Arts Center San Luis Obispo responsive website design