The City Council of Addison, Texas, held a special meeting on November 7, 2024, focusing on the proposed renaming and visual rebranding of the Addison Theater Center. The discussion was led by Mary Rosenblake, the director of marketing and tourism, who emphasized the need for a clear brand identity for the theater as part of a recently completed study.

Rosenblake proposed renaming the theater simply \"The Addison,\" a move aimed at enhancing brand clarity and cohesion. This new name is intended to connect with the community while creating a unique and recognizable identity. The rebranding effort includes the development of a new logo and visual standards that can be applied across various platforms, including signage and digital media.

The proposed logo features a simple black box design, which reflects the theater's flexible black box format that allows for various seating configurations and uses. Council members provided feedback on the design, particularly regarding the font used in the branding. Some members suggested that the font should align with the existing town branding to maintain consistency and recognition.

Overall, the council expressed support for the new name and branding direction, with discussions focusing on refining the logo and ensuring it resonates with the community's identity. The meeting concluded with a commitment to further explore the design elements before finalizing the rebranding initiative.