New Victory Theater

Brand Identity, Signage & Environmental Graphics

Brand identity and environmental graphics for the landmark theater on New York’s 42nd Street.

The New Victory Theater is New York’s first and only nonprofit performing arts venue offering year-round programming for young audiences. Pentagram has designed a new brand identity and environmental graphics for the theater on West 42nd Street.

The centerpiece is a 51-foot-long mural made of felt, a material that is ideal for a child-friendly environment. Pentagram collaborated on the project with the architecture firm H3, which is working with the theater to reconceive its lobby space to better engage audiences.

New York
Paula Scher
Project team
Rory Simms
Courtney Gooch
Sarah McKeen
Luther Young
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