The centerpiece of the lobby is a 51-foot-long mural made of felt, a material that is ideal for a child-friendly environment.
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.
Client
The New 42nd StreetSector
- Arts & Culture
Discipline
- Brand Identity
- Signage & Environmental Graphics
Office
- New York
Partner
Project team
- Rory Simms
- Courtney Gooch
- Sarah McKeen
- Luther Young
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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.
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.
