UPH Unveils New Brand Identity

Just as the previous logo – a very literal reproduction of the building’s towering spire – was a nod to the building itself, the new logo is also very much a take on UPH’s physical presence… only now it incorporates the entire façade of the building, and it brings a more abstract interpretation to the eye.

The logo was developed by Rafael Holguín, Director of Design at Palio+Ignite in Saratoga Springs. One of Mr. Holguín’s objectives for the new identity was to bring together the past and the future of UPH. “While I wanted the new logo to capture the energy of the current physical and functional transformation taking place at UPH,” he said, “I also wanted the new mark to reflect the historic stature of the building. UPH has played such an important role in our community and I wanted the new identity to pay homage to its magnificent architecture and historic significance.” The use of bold colors, which were inspired by the building’s stained glass windows, as well as the perspective of the logo, looking upwards to the building from the ground, serve to reinforce the dynamic, grand stature of UPH to which Mr. Holguin refers.

Designed by architect Elbridge Boyden and built in 1871, UPH is one of the earliest examples of High Victorian Gothic architecture anywhere in the country. The structure’s majestic bell tower, which remains the tallest structure in Saratoga Springs, houses a 3,000 pound Meneely bell cast in nearby Troy, New York. The building was originally constructed for the Methodist Church as a church and meeting place and it hosted luminaries of the day including Theodore Roosevelt, William Jennings Bryan, Henry Ward Beecher, Frederick Douglass and William Howard Taft. In more recent years, a chapel has been built inside the building that is home to the Universal Baptist Church led by the Reverend Minnie Burns.

While the new logo acknowledges UPH as a vital architectural landmark, it also suggests that an exciting evolution, beyond the building’s renovation, is underway at UPH. “It embodies the forward-looking vision behind our commitment to bringing Saratoga Springs a world-class venue for the performing arts as well as a place to host a spectrum of community events,” states Ms. Foster. “We’ve literally and figuratively been rebuilding and reviving this wonderful place from the ground up, and we’re thrilled to be playing such an important role in preserving our community’s heritage as well as in fostering its cultural growth. Our new brandmark embodies all of that at once.”

Among the many events that UPH has recently hosted are the Electric City Couture Fashion Show, exhibits by artists and photographers, musical plays and musical performances that have included jazz and classical ensembles, dance performances by Nacre Dance Company, collaborations with Skidmore College, the Waldorf School and Saratoga Catholic to present classes, student shows and other events, Saratoga ArtsFest, Victorian Streetwalk, Chowderfest, fundraising events for Taylor’s Heroes, and the Bizarre Bazaar to support the Jockey Club Backstretch Workers Program.

Upcoming events include an evening performance by the Brubeck Brothers Quartet on Friday, August 1 and a new music series in September and October.

For more information about Universal Preservation Hall and current events, go to www.saratogapreservationhall.org, or to arrange an event of your own, contact UPH Manager Mary Beth McGarrahan at manager@saratogapreservationhall.org or (518) 584-2627.