Atlantic Theater 2024-25

Each production is represented by a layered photographic image that vibrates 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 utilize photography, illustration and type in combination with the distinctive “A” shape of the Atlantic logo to create an iconic image for each production.

The 2024-2025 campaign takes an extreme approach to the brand palette, mixing acid neon colors with the signature Atlantic red. Each production is represented by a layered photographic image that vibrates with a slightly offset overprint. Typography is set in the brand font Tungsten.

Previously: Atlantic Theater 2023-24 Season, 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

Office

New York

Partner

Paula Scher

Project team

Kirstin Rocke-Huber
Bruno Bergallo
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