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 develop a new look and brand for the venue.
The name "Altamont" stems from famed author, Thomas Wolfe's book Look Homeward, Angel (1929). The novel’s setting is in “Altamont, Catawba”, the fictionalized version of his hometown and state of Asheville, North Carolina.
By using a similar typeface as the original cover for Look Homeward, the logo for Altamont Theatre gives a nod to its namesake's origin and quaint, mountain town setting.