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The Little
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Rochester' antithesis to the jumbo-generi-multiplex-a-go-go, the Little is one of the most venerated cultural institutions in Rochester. It's humble origin? A one-screen theatre showing "film-snob" type movies in a sketchy part of town. It has evolved to become an anchor in most Rochesterians' life.
Now there's the Little Café, where you can enjoy a glass of wine with a light dinner before you take in the subtitles, or catch some jazz and java after the latest Wes Anderson flick. With this growth, the Little needed a new identity that suited its iconic status while reflecting its growth. The logo takes its cue from the building's art deco style and marquee. The interchangable pieces and a revolving color palette were built in to allow the graphic image to change depending on what part of the Little was being promoted.