arthaus LBE

A new space for artists,
with a reference to the past.

A new space for artists, with a reference to the past

arthaus LBE is a soon-to-be art gallery and artist residency program in Latrobe, PA. I teamed up with arthaus' founder and director to create a visual identity that reflects the vision and creative spirit of the space.

This project came in the door as a complete creative brief which included some very specific direction: incorporate artist Tony Smith's 1960 FDR Memorial design proposal into the logo, keeping the relationship and proportions of the 3 lines that make up the overhead view intact. Add to that a request for a “timeless, modern” design that “feels both artistic and professional in the Bauhaus tradition.” A fun challenge for sure!

While quirky and interesting, the overhead shape of the memorial design was of course never intended for use in a logo, and was going to need some help in order to work. Borrowing a geometric shape from Bauhaus design offered an elegant solution.

While quirky and interesting, the overhead shape of the memorial design was of course never intended for use in a logo, and was going to need some help in order to work. Borrowing a geometric shape from Bauhaus design offered an elegant solution.

The logotype is based on a typeface which reflects the principles of Bauhaus typography: clear and functional, sans-serif and geometric, with uniform stroke weights.

The logotype is based on a typeface which reflects the principles of Bauhaus typography: clear and functional, sans-serif and geometric, with uniform stroke weights.

The logomark and the lower case "a" combined beautifully to create a secondary mark, adding versatility and variety to the system.

The logomark and the lower case "a" combined beautifully to create a secondary mark, adding versatility and variety to the system.

To help ensure the consistent application of their new visual identity across all channels going forward, a comprehensive guidelines document was provided. The guide is intended to act as a solid baseline, and can continue to adapt and grow along with their brand.

Kind Words From My Client

"Working with Todd was an exceptional experience from start to finish. He didn’t just create a new brand identity for my company—he engaged a true partnership in the process. From our very first conversation, he took the time to deeply understand my goals, motivations and inspirations, and long-term strategic vision to best address my goals, competitive landscape and overall needs. He aligned every step of the creative process with the aesthetic and brand impression I wanted – and needed! -- to convey.

What stood out most was his ability to translate strategy into visual storytelling. He guided me with clarity and insight to help land on the perfect persona and a full identity portfolio that feels authentic and future-ready.


"Working with Todd was an exceptional experience from start to finish. He didn’t just create a new brand identity for my company—he engaged a true partnership in the process. From our very first conversation, he took the time to deeply understand my goals, motivations and inspirations, and long-term strategic vision to best address my goals, competitive landscape and overall needs. He aligned every step of the creative process with the aesthetic and brand impression I wanted – and needed! -- to convey.

What stood out most was his ability to translate strategy into visual storytelling. He guided me with clarity and insight to help land on the perfect persona and a full identity portfolio that feels authentic and future-ready.

The final result strikes the ideal balance—engaging, dynamic, and cohesive across both digital platforms and physical touchpoints.  I’m very proud of the final result!

Everything was delivered on time and within budget, and I genuinely felt supported throughout the process. Todd has become my go-to partner for branding, graphic design, marketing, and strategic identity work going forward. I highly recommend Todd and Shape Story!"

Patrick Theimer

Founder and Gallery Director
arthaus LBE


The final result strikes the ideal balance—engaging, dynamic, and cohesive across both digital platforms and physical touchpoints.  I’m very proud of the final result!

Everything was delivered on time and within budget, and I genuinely felt supported throughout the process. Todd has become my go-to partner for branding, graphic design, marketing, and strategic identity work going forward. I highly recommend Todd and Shape Story!"

Patrick Theimer

Founder and Gallery Director
arthaus LBE