The updated identity and look is designed to provide a uniform method of identification for the nonprofit organization, which operates the Holland Center, Orpheum Theater and Ticket Omaha. The 14-year-old group brings scores of nationally known acts to the city each year and offers community education programs.
“We’ve never taken a comprehensive approach to our identity, and it is now time to ensure our many programs share the same image” so they are more easily recognized, said Joan Squires, O-pa president.
Pentagram, the world’s largest independent design studio, created the new branding.
“Our new name and O-pa logo are less traditional, more friendly and welcoming,” Squires said, “and are designed to generate excitement.”
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In 1895, a new vaudeville house known as the Creighton Theater was cleared for construction. The Creighton Theater became part of the Orpheum Vaudeville Circuit, and eventually the name was shortened to the Orpheum Theater. This photo shows the old Orpheum Theater, before it was torn down in 1925 and replaced by a new facility.
1945: David O. Selznick's "Since You Went Away" was once a first-run attraction at Omaha's Orpheum Theater. During the heyday of movie revival houses, the World War II drama was considered a vintage film.
1967: A World-Herald movie ad for the Orpheum Theater. After opening in 1927, the theater first staged vaudeville performances and later served as a movie house until it was closed for renovation in 1971.
1974: "Coming attractions...Now going, going, gone."
Before reopening as a performing arts center, the Orpheum held an auction to sell off all the ornaments, furniture, machinery, and other memorabilia it had collected as a movie theater.
1975: Clarence O. Dail stands beneath the new marquee of the remodeled Orpheum Theater.
1975: After being purchased by the Knights of Aksarben and donated to the City of Omaha, the Orpheum Theater was reopened as a city performing arts center. First-nighters line the balcony rail, admiring the glittering lobby.
1981: Al Brown, Orpheum house manager, tests the sound and projector equipment prior to a visit from Jane Fonda, who was attending a screening of “On Golden Pond.”
1994: More than 12,000 students attended the Omaha Symphony's Concerts for Youth program, a series of concerts held at the Orpheum Theater.
1999: Ballerinas wait for their cue during the first act of an afternoon performance of The Nutcracker at Omaha's Orpheum Theater.
2001: J. Doe statue "Cello Fello" stands in front of the Orpheum Theatre. "Cello Fello" was damaged when run over by a bus in downtown Omaha, and a funeral for the statue was subsequently held at the Omaha Healing Arts Center.
2002: Hoping to make the venue more inviting to audience members and performers, the Orpheum underwent a $10 million renovation that included interior upgrades on seating, storage, and other accommodations. Orpheum lobby renovations included the hanging of old historical photos of the theater through the years.
2002: Students from Omaha area schools flock out of the Orpheum Theater after watching the Omaha Theater Company's production of the Nutcracker. The Omaha Theater Company predicted about 9,000 students were bused in to see to see the show during its run.
2004: The new skywalk between the Orpheum Theater and OPPD parking garage gets its first visitors at a ribbon cutting ceremony.
2007: Jessica Freeman lays her head on Laman Kye's shoulder as they read a bulletin prior to a concert titled "We Are One: An Evening of Comfort" at the Orpheum Theater. The two, who live in Pine Ridge, South Dakota, were visiting family in Omaha and decided to participate in the concert, designed to promote spiritual healing in the wake of the Von Maur shooting.
2007: Patrons file into the Orpheum Theater in downtown Omaha to watch Broadway's "The Lion King" for the first time. "The Lion King" set Orpheum sales records in both 2007 and 2013, and is returning to Omaha next April.
2008: Jeff Brown, assistant production manager for Omaha Performing Arts, upper right, cleans the main chandelier with his crew at the Orpheum Theater. The 1,500-pound light was lowered from the ceiling, dusted, and cleaned, with each of its bulbs being checked and replaced if needed.
2008: With the gilded proscenium looming over the front of the stage, lights are set and focused as the crew for the Phantom of the Opera prepares the Orpheum Theater for the production.
2008: The Phantom, played by Stephen Tewksbury, leads Christine Daae, played by Sara Jean Ford, through the labyrinth and into the lake during the Broadway performance of Phantom of the Opera at the Orpheum Theater.
2008: Pat McQuinn of Omaha, a fly man with Local 42, pulls the flies during a traveling Broadway performance of The Phantom of the Opera at the Orpheum Theater.
2012: The Blue Man Group has the audience put their hands up at the Orpheum Theater in Omaha.
2013: Weird Al Yankovic plays keyboard while performing "You Make Me" at the Orpheum Theater.
2014: Mannheim Steamroller performs in concert on December 23. The Omaha-based band is known for their new age and Christmas music, returning almost every year to the Orpheum as part of their Christmas tour.
2015: A full dress rehearsal at the Orpheum Theater of "A Flowering Tree," a new production from contemporary composer John Adams.
2017: Tour participants check out the box seats in the main hall as Omaha Performing Arts opens the doors of the Orpheum Theater to the community, marking the building's 90th anniversary.
2017: The Wurlitzer organ was brought out and displayed on stage as part of the Orpheum Theater's 90th anniversary open house. The organ was installed in 1927, when the building first opened as movie theater, and was used to accompany silent films.
2018: Cardinal Copia and a host of Nameless Ghouls performed a concert with Ghost at the Orpheum Theater last November.
2019: John Mellencamp, known for heartland hits like "Jack & Diane" and "Small Town," performed for a sold-out audience at the Orpheum Theater this past April.