Atlantic Theater 2023-24 Season

The campaign takes the design back to the original red, blue and black of the Atlantic brand palette, and images vibrate with a slightly offset overprint.

Every year the branding for the Atlantic Theater Company is refreshed for the new season of programming, building on the visual identity originally created by Pentagram. The graphics combine photography, illustration and type in combination with the distinctive “A” shape of the Atlantic logo to create an iconic image for each production.

The 2023-2024 campaign takes the design back to the original red, blue and black of the Atlantic brand palette. Each production is represented by a symbolic object that ties into the themes of the work, and the images vibrate with a slightly offset overprint. The promotional mailer folds out into a series of panels that give each show its own mini poster. Typography is set in the brand font Tungsten.

Previously: Atlantic Theater 2022-23 Season, Atlantic Theater 2021-22 Season, Atlantic Theater 2019-20 Season, Atlantic Theater 2018-19 Season, Atlantic Theater 2017-18 Season, Atlantic Theater Company.

Client

Atlantic Theater Company

Sector

Arts & Culture

Discipline

Brand Identity
Campaigns

Office

New York

Partner

Paula Scher

Project team

Kirstin Rocke-Huber
Bruno Bergallo
Yansong Yang
Olivia Ray

Retrospective: Shakespeare in the Park

In 1954, impresario Joe Papp began a summer tradition of staging free outdoor performances of Shakespeare, inaugurating the Public Theater’s beloved Shakespeare in the Park festival. Pentagram partner Paula Scher, whose relationship with the Public spans four decades, has designed a new identity for the series for thirty consecutive summers. Each campaign is customized to the season’s theme, creating a highly visible graphic vocabulary for outdoor advertising, social media, and on-site signage.

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2025