Theatre Announces New Brand for 35th Anniversary Season

Aug 6th, 2015

Bethlehem, PA – The South Side’s Touchstone Theatre celebrates the coming of their 35th anniversary season with a rebranding of their logo and marketing materials, undertaken with design and guidance from First Generation, an integrated marketing agency based in Allentown.

Touchstone’s current logo dates back to the company’s formation in 1981 and was created by photographer H. Scott Heist. Over the past two years, Touchstone has worked in collaboration with designers at First Generation to solidify an updated look for the logo while retaining elements of the original. First Generation has served as one of Touchstone’s season sponsors for the last three years and developed the theatre’s new website, which launched in 2012.

A stylized representation of the Touchstone “T” taking center stage and stepping into the spotlight forms the basis of the new logo, which debuts with the season brochure. The brochure includes the rebranded look, color scheme, and font sets.

“I am thrilled to introduce Touchstone Theatre’s new logo,” says Alexandra Shade, Touchstone board president and president at First Generation. “The logo represents an exciting evolution of the 35 year old professional ensemble theatre. Throughout the theatre’s life, Touchstone has grown into an internationally recognized and award winning company with a wide variety of unique offerings, including educational programs for all ages and original performances not only in the theatre but also in outdoor spaces and communities all around the area. Our new logo designed by First Generation shines the spotlight on Touchstone, as we take center stage with our transformative original work.”

The coming season, celebrating the theatre’s 35th anniversary, opens in September with Touchstone presenting Italian theatre company Teatro Potlach in their original performance entitled Edith Piaf, a musical journey of passion, dreams, and memories set in 1930s and 1950s France and told through Piaf’s legendary ballads. In October, Touchstone presents the Independent Eye Theatre Ensemble of Sebastpool, California, in their two-person, multi-puppet adaptation of King Lear. December wraps up 2015 with Christmas City Follies, the sixteenth iteration of Touchstone’s immensely popular variety show for Christmas in the Christmas City.

Touchstone’s 2015-16 season is supported by season sponsors First Generation and RCN. WDIY provides media sponsorship, and Working Dog Press provides print sponsorship.

Touchstone Theatre’s 35th anniversary season begins September 17, 2015; the season brochure featuring the new logo (attached below) will be released August 17, 2015. For a complete listing of Touchstone’s season, visit


About Touchstone

Celebrating thirty-five years, Touchstone Theatre produces and presents both original and classic productions, with a dedication to the renewal of theatre as a vital art form. Touchstone works to foster collaboration on a local and national level through educational and youth empowerment programs, using theatre as a community-building tool. Visit us on the web at

Contact: Lisa Jordan