More than half a century ago, Alden B. Dow dreamed of establishing a focal point for the arts in Midland. Since its opening nearly 50 years ago, the Center has hosted audiences numbering in the millions who have enjoyed the talent of tens of thousands of friends and family on stage; been awed by famous entertainers and the greatest minds of our time; viewed exhibitions that helped them see the world differently; and taken classes that fueled individual creativity. Many have also found fulfillment and meaning by supporting the arts through the gift of their time and talents. In short, the Center has helped make Midland and the Great Lakes Bay Region a great place to live, work, and play. Using artificial intelligence and advanced learning algorithms, our logomaker.com is able to produce designs just like a designer would.
On June 13, the Center revealed its new logo – a new visual identity – that signals a fresh approach to programming and community partnerships for the future. The event took place on the Auditorium stage attended by board and staff members, business partners and other community leaders.
“Like most institutions, the Center confronts challenging trends. People are busier than ever, feel less connected to their communities, and need to make wise decisions about how they spend their money,” said Marketing Director Kristen Wuerfel. “It was clear to us that we needed to re-image our programs and our image to set us up for another successful 50 years.”
Working with researchers and consultants from The Roan Group, the Center undertook a rigorous research and planning process to assess opportunities and challenges and craft a strategy to position itself for success in the future. To reverse downward audience trends, the Center is adjusting its product mix, focusing on providing a welcoming and fun visitor experience for people from around the region and beyond, and refreshing its brand image.
“It’s crucial that we get the product mix right,” said Terri M. Trotter, President and CEO. “We don’t want people in our region to leave and spend their entertainment dollars in other areas of the state. We want them to stay here. The road ahead includes the existing symphony, community theater and choral programs that our audiences love, while also adding more performances of nationally touring Broadway shows, big-name attractions, and artists and events that draw people to Midland from around the state. Beyond the stage, our AB Dow Museum will integrate more hands-on science exhibitions and programs with visual arts exhibits, and will strengthen its outreach and education programs to schools and families.”
“This brand refresh, supporting our new programs, helps us better communicate to our target audience,” said Wuerfel. “We love the symbolism of the new logo because ARTS is embedded in who we are; it’s in our DNA. Whether it’s unleashing the incredible talent right in our backyard, or showcasing renowned artists at the pinnacle of their career, it’s about art, it’s about community, and it’s about seeing something differently.”