Non-profit Fusebox rebrands with a logo that stretches into a framing device

Austin creative studio In-House Intl has redesigned the performing arts non-profit Fusebox, previously Fusebox Festival. Almost 20 years old, Fusebox has been described as somewhat of a live event anomaly by In-House Intl – they don’t have a venue and create varied events which can only run for a few nights. “The work itself is famously hard to describe,” the studio says. “All of which has kept it from gaining renown and attracting a broad general public to its events.”

The new identity is all about capturing the intangible experience of Fusebox. One of the most unique parts of the work is the logo – which manages to remain eye-catching even though it always appears anchored to the corner of an asset. The logotype is custom drawn and designed specifically for layouts. It can stretch in two directions to centre whatever the programming requires. This versatility helps when creating layouts for the new set of sub brands In-House Intl has developed for Fusebox.

Layering is also key to the work, with colours, photos, filters and type appearing overlapping across the brand. In-House Intl has introduced a structured modular grid and templates which make it easy to update images “while keeping evergreen elements like patterns and big colour blocks to keep the burden of use low”, the studio says.

The frame logo has been designed to speak to the open nature of Fusebox, which also brings in a variety of elements and houses them under one roof. “The rebrand concept and logo that we landed on helps carry some of the storytelling of our organisation,” says ED Ron Berry. “Conceptually the logo speaks to who we are on a fundamental level, and does so in an inventive, compelling way.”