Previously known in Duluth as ‘Wise Fool Shakespeare’, with the director’s grace, we were given an opportunity to change the name, logo and overall brand identity of the theater production group. Because they don’t exclusively produce Shakespeare plays, we thought it best to remove Bill’s name as a measure to preclude any feeling of intimidation that a new patron may feel when encountering the ‘Shakespeare’ name. And as such, Wise Fool Theater was born.The logo itself is a combination of the jester hat (previous logo) a ‘W’ and the crossing stage lights shown in the most common colors found while reviewing previous production photos. The resulting brand experience feels refined, approachable and classic - marking a new chapter for the arts community in the Twin Ports when it comes to classical theater.