Event Name
AFT Logo





       September 9, 2014     



          Contact: Holly Feldman, Director of Development and Public Relations

          (920) 854-6117x105




Door County's American Folklore Theatre Unveils New Logo for Northern Sky Theater


Beginning officially in January 2015, Door County's award-winning American Folklore Theatre (AFT) will debut a new name: "Northern Sky Theater." This week the company unveiled their new logo.


The new name was announced in May just prior to the company's 24th Summer Season.


A task force of senior company members, writers, performers, board members, and volunteers has been working on the transition since late last year. They sent out several requests for conceptual logo designs in April to graphic designers based in Northeast Wisconsin.


"Our guidelines to the designers were fairly specific but gave them a lot of room for imagination," stated Marketing Director, Ann Birnschein. "We provided them with a broad range of general themes to work with including the 'night sky' and 'music', but also wanted the logo to communicate our quality theater experience."


The task force reviewed dozens of concepts before fine-tuning a rendition submitted by independent designer Bill Vandermause to meet the unique needs of the company.


"We love how this logo is at the same time evocative of the night sky and yet offers the subtle suggestion of 'music' with the shape of the guitar on its side," stated Artistic Director, Jeffrey Herbst. "The typeface really stands on its own with 'Northern Sky' as the strongest element and the word 'Theater' offering a bit of whimsy."


The company performs its summer season in an outdoor amphitheater in Peninsula State Park in Fish Creek, Wisconsin, where the natural setting is itself a dramatic element.


"As we'll reveal throughout next year, this concept will offer a lot of room for playfulness," suggested Managing Director, Dave Maier. "We'll be able to tweak it slightly for different applications including seasonal events."


"We think this logo celebrates the company's past while looking strongly to the future," added Board Chairperson, Mary Seeberg. "'It evokes that magical feeling we all experience during our summer show under the stars and that delightful feeling after a show as we head home in the autumnal Door County night."


Over the past 25 years, AFT has evolved from an ensemble performing traditional folksongs and tales to a full-fledged theater organization that primarily focuses on the creation and presentation of original, full-book musicals. Changing the name of the theater has been in the company's long-range plan for the past seven years. 


Logos and photos available in other formats and sizes upon request: hfeldman@folkloretheatre.com     

AFT Logo 
Mock up of poster with logo
Mock up of ticket with logo