Exterior Building Signage: Making A Loud Impact at Live Nation's Vibrant Music Hall

The lights are officially on and welcoming performing artists and attendees to Live Nation Vibrant Music Hall. This brand-new live entertainment venue is a cornerstone to the new KeeTown Loop, a 40-acre development west of Des Moines, Iowa.

The eye-catching exterior is fitting for this venue. The vertical LED lights enhance the look and illuminate the building while the logo and LED signage is the result of tireless attention to detail and careful planning.


This project began with Live Nation’s basic conceptual designs and engaged the Latitude team early to partner on all signage aspects. Design, ideal materials, manufacturing, and installation on a complex design project like this made this a successful project.

“We work diligently to ensure that all measurements, production designs, and materials are perfect. Our architectural signage is designed to be as seamless as possible,” says Tony Squire, Business Development Manager at Latitude. “Our Design-Build process allows me to consult with clients early so we can address potential hurdles proactively, this ensures the signage that is designed can be both manufactured and installed efficiently once on site”

Building Signage Meant To Be Seen

There are three large logos on the exterior of the building that require a high level of coordination to accomplish. The LED logos are impressive at nearly 26 feet long and 12 feet high. The custom-fabricated logos are on a raceway painted to match the concrete exterior. The front-lit channel letters are 5 inches deep and have a 3/16” white acrylic face with a 1-inch standard black trim cap. The RED ROOM sign is made from faux neon (RED) LEDs. A clear acrylic backer is mounted to mullions inside the building.

Digital Signboard Welcomes Concert Go'ers

“The message center itself was the biggest challenge, to ensure the sizing was spot on,” Squire says. LED panels only come in certain sizes, so the canopy had to be the perfect size on all three sides to ensure there were no gaps between the LED panels. The digital message center features low voltage LED lighting.

Since the building is in a Planned Unit Development and signage was not included in the original development agreement, the team had to work with the city to amend the PUD and increase the square footage allowance to get the signs permitted.

With the level of detail required, along with permitting, it was paramount to be involved early. “We can really be a client advocate for coordinating signage when brought in early,” Squire says. “With so many areas of a project that includes other trades, we work hard on all the small details so others don't need to. In a project like this, the timing of all aspects had to be spot on to meet deadlines for the rest of the project."

Latitude Signage + Design's Design-Build service and product offerings provide clients with custom solutions to design, manufacturing, and installation to achieve all their design needs.

Have questions about this project or on any exterior signage? Connect with us today.

Want to see a show at Vibrant Music Hall? Visit their website today.

Like what you see?

Get more ideas, design, and inspiration delivered to your inbox on a monthly basis. Sign up for our email, we won’t waste your time!