In 2017, the Marcus Amphitheater was renamed the American Family Insurance Amphitheater. I was tasked with creating a logo for the new venue at Summerfest. While many different directions were explored, it was decided that deviation from the American Family Insurance should be done at a minimum. Given strict brand guidelines (AFI logo could not be altered), this was the most logical solution. Clear separation between the AFI logo and the word "Amphitheater" and the Summerfest smile was required. Sometimes simple is the way to go!