The Young Auditorium has been around for 30 years and this year its time for a change. The discussion to rebrand the performance venue comes with a new name and logo, presenting “The Young.” The original goal of bringing quality performances, lectures, concerts and more remains, but it’s time for freshening up it’s image for the 21st Century. 

“During COVID, they had a chance to reexamine all of their aspects and see what they can do for their patrons,” The Young Director Michael Morrissey said of how the change came about. “They asked themselves what kind of programming they should do, who they have been serving successfully and who haven’t they, what their image wanted to be and many more.”

The Young has engaged with the Fiscal and Economic Research Center (FERC) and hired a company outside of campus for their new brand design and what would be best to help engage the community.

“They will be posting regularly on social media platforms and exploring other marketing strategies to reach their targeted audience,” Morrissey said.

The auditorium will still have the same layout, ticketing station, and seating. However, they will be more modern with their logo and invite some new music events to branch out to new audiences while still keeping the tradition alive.

Their new logo embraces the new future and celebrates its legacy in the community, according to The Young Marketing Director Brian Breezer.

“It represents the commitment to innovation and inclusivity in the arts. Reflecting the evolving tastes and expectations of the audience while still maintaining the high standards of excellence that the young have been doing for three decades” he said. 

The Young’s mission is to support and celebrate art in many different forms and to bring the community closer together. The new logo reads “The Young” shown in a new and fun font with white letters and a black background.

The rebrand is almost similar to the rebrand of Miller Park, now American Family Field, where those who have been around since the official name will still refer to it as such, but those who haven’t may not see the significance. It will take some time for community members to get used to calling the auditorium by its new name. The Young will continue to be a performance space bridging the campus and community in celebration of performances, art and inquiry of all kinds. 

For more information visit  theyoungwhitewater.com.