History

What happens when a leading multinational entertainment company teams up with a pop culture icon? You get History, a game-changing music venue in Toronto created by Live Nation and Drake. With an ambition to redefine the city’s cultural offer, they needed a brand and experience that could set the stage.

With a capacity of 2,500, History offers an intimate setting for artist and audience alike. We saw the opportunity to reflect performance as a unique environment for connection – a temporary community of like-minded individuals experiencing a shared moment in history.

Our identity balances this tension of close connection and iconic ambition. Each of the elements is infused with subtle references to meetings and moments, while ensuring they can impress on the grandest of stages. This is evident in the brand’s arresting ‘H’ marque, which appears as two pillars coming together in the centre – at once emblematic and communal. Meanwhile, custom numerals and contemporary serif display typeface project a sense of classic stature that feels both established and fresh.

From holographic hoarding to uniforms, wayfinding and tickets, our work considers every part of the concert-going and performance experience – so from the moment they’ve booked, performers and audiences are on the path to creating history together.