The Altamont Theatre is a performance venue in downtown Asheville, NC that is repeatedly voted "best listening room" in town by locals. When ownership changed hands in 2014, I was asked to help rebrand the venue.
The name "Altamont" stems from famed author, Thomas Wolfe's book Look Homeward, Angel (1929). The setting is Altamont, Catawba, the fictionalized version of his hometown and state of Asheville, North Carolina.
Using the same font used on the first edition cover for Look Homeward, the new logo for Altamont Theatre gives a nod to its namesake's origin and quaint, mountain town setting.