An Inside Look

CLIENT: The Belly Up and The Del Mar Fairgrounds 22nd DAA (with Loma Media)

WEBSITE: www.thesoundsd.com/

BACKGROUND:

The Belly Up's freshly opened 1,900-capacity arena, The Sound, hopes to fill that need. The Sound, which is housed in a structure that originally housed off-track betting on the Del Mar Fairgrounds, is a $17 million project that has taken seven years to complete. The performance hall is one of only two comparable-sized rock venues in the county (the other being the 2,700-capacity SOMA in Midway District). The 9,500-square-foot area has three levels of seating and standing room, as well as multiple bars and food options—and, most importantly for those traveling up from the south, lots of parking.

THE APPROACH:

"The Sound" identy captures the essence of a dynamic music sanctuary, a small yet iconic venue where musical magic happens regularly. The neon circle, pulsating with vibrant shades of blue, pink, and purple, serves as a visual symphony, symbolizing the electrifying atmosphere of live performances. Bold and contemporary lettering spells out "the Sound," signifying the heart of this musical haven. This venue is no ordinary one; it's operated by the prestigious "Belly Up," a name synonymous with top-tier entertainment. With big-name artists gracing its stage, "the Sound" logo is a testament to the harmonious fusion of artistic expression and nightlife excitement, inviting all to revel in the sound of music.

THE SOUND Style Guide