The Cube Ice & Entertainment Center

Research & Planning March 2020 brought challenges but also an opportunity for Santa Clarita’s largest rebranding effort. The COVID-19 pandemic led to the closure of the 90,000-square-foot Valencia Ice Station, sparking community demand for the City to purchase the facility. Following evaluations and negotiations, the City acquired it in October 2020. Opened in 2000, the Ice Station’s branding had remained unchanged, with faded colors and an outdated logo. The City’s Communications Division was tasked with a rebrand to create a modern, versatile identity. Implementation The Communications team launched a visioning process to create a name and identity reflecting the City’s commitment to excellence while being contemporary and inclusive. The facility, designed for ice sports, events, filming, and non-ice competitions, needed branding that extended beyond hockey and figure skating. After considering options like Chill, On the Rocks, and Ice House, the team selected The Cube – Ice and Entertainment Center, inspired by popular Southern California entertainment complexes. As the designer, I developed a dynamic visual identity with these objectives: - Represent the facility’s versatility with a clean, modern aesthetic. - Create a future-proof brand acknowledging its ice-skating roots. - Convey a welcoming, professional, and fun atmosphere. Results The final brand identity met all objectives. The logo, resembling a carved ice block, used cool blues and crisp white for a fresh, icy feel. The adaptable branding worked across multiple mediums in full-color and monochrome formats. Facility Transformation Exterior: A massive illuminated logo enhances visibility. Sculptural Landmark: A 7-foot cube sculpture at the entrance became a popular photo spot. Digital Integration: A 22 x 9-foot LED screen above the ticket booth displays branding and event info. Interior Branding: Retro-modern directional signage enhances navigation. The “Chill Zone” artwork promotes good sportsmanship. Branded elements appear on elevator wraps and a ceiling-hung illuminated cube. Center ice features The Cube’s logo, and the interior was repainted in cool grays and icy blues. Marketing & Brand Promotion Promotional merchandise like hockey jerseys, branded sticks, pucks, hats, and sweatshirts created buzz. Promotional videos gained traction, even securing coverage on KTLA, Los Angeles’ top news station. A 12-page style guide ensured brand consistency across all platforms, outlining logo usage, typography, and color applications. Conclusion The Cube’s rebranding transformed an outdated facility into a modern entertainment hub. Through strategic design and immersive branding, it became a recognizable landmark in Santa Clarita, reinforcing the City’s reputation for innovation and community engagement.