The brand refresh of
a historic Hollywood landmark

Live Nation, the world’s largest live music company, has been operating the world famous Hollywood Palladium since 2007. After the company began a major restoration to bring the legendary music hall up to date, Solid Branding was asked to explore a brand identity refresh. In response, we designed a new logo informed by the Palladium’s art moderne sign that is still featured outside the building.




The birth of a legend

When the Hollywood Palladium opened its doors for the first time on October 31, 1940, it was the largest nightclub on the planet. Over 6,500 people came to the opening to enjoy the big band sound of the Tommy Dorsey Orchestra and celebrate the birth of a new Hollywood icon. That night, the lead vocalist was a little known young man with a captivating baritone voice, who would later become a musical legend of his own. His name was Frank Sinatra.

inspired by the past, ready for the future

A timeless brand

The typography of the new logo was inspired by looking back at the golden age of Hollywood and the Palladium’s Art Moderne architecture. Yet, it was also carefully crafted to have a timeless quality, and be relevant today. After all, the Hollywood Palladium has been transformed into a vibrant and contemporary entertainment venue attracting thousands of young people who come to enjoy the biggest stars in today’s music industry.


Promotional materials

As part of a brand identity project, we always explore conceptual designs illustrating how the new brand can manifest itself on a variety of marketing and promotional materials. In this case we sketched a few concert posters featuring the kind of stars who might grace the stage of Hollywood Palladium, and a couple of promotional merchandise items.


Live Nation approved and paid us for the work we delivered for the Hollywood Palladium, however the company decided not to use the new identity. It was disappointing that this work was not used, nevertheless we were happy to collaborate with the Live Nation team and enjoyed exploring how to rejuvenate this iconic brand.

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