The Aretha
- Logo Redesign
- Visual Identity
- Collateral Design
Long live the Queen of Soul
Sweeping views
To add to its idyllic setting, The Aretha boasts a dramatic canopy of arches and swoops. Our team leveraged this geometry as we generated logo concepts, landing on the perfect balance of simplicity and dynamism.
The type is proud, confident, powerful. It’s unwavering—and it packs a punch.
All the right notes
Aretha Franklin was a creative genius in the purest sense. We sought to convey her mastery through music’s most elemental forms. This simplicity is energized by splashes of electric purple and blue.
The results
We were lucky enough to get invited to The Aretha’s rebrand launch celebration, where our design work enjoyed rave reviews from the local community and members of Aretha Franklin’s immediate family. The rebrand was a significant cultural event in Detroit as it sought to honor the legacy of one of our city’s greatest icons.
The Right Productions, the company behind The Aretha, looks forward to hosting the likes of Snoop Dogg, Gladys Knight, and Herbie Hancock on the lawn this summer.
She brought joy to millions around the world and now, on this beautiful riverfront...Detroiters will be saying for years, 'Tonight, I'm going to The Aretha.'
—Mike Duggan, Mayor of Detroit
