Foundation for the Performing Arts Center - SLO


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

Performing Arts Center San Luis Obispo logo redesign

The challenge: My team was selected to update and align the Performing Arts Center’s visual identity without significant departure from its original concept. We were also asked to design the organization’s website, highlighting its impact on the community and making a case for the importance of donations from the private sector and community members.

The solution: We simplified the brand mark and adjusted its aspect ratio, maintaining the original wave concept inspired by the architecture of the building and the proximity to the Pacific Ocean. We narrowed its width to provide more balance between print and digital media applications. We removed the overlaps, added contrast, made the logo applicable in one color only, and modernized the color palette. Finally, we updated the typography with a geometric sans serif, offering a more versatile and accessible tone. The User Experience for the website was based on the Foundation’s strategic goals and non-profit best practices. We focused on educating the visitors about the organization’s purpose, methods, and values, highlighting the long-term social impact as an essential service to the city’s cultural landscape. Part of our process included A/B testing and heat map analysis for optimization, providing a clear pathway to member registration and donations.

Foundation for the Performing Arts Center - SLO


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

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.

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