Pasadena Playhouse

Brand Identity

California’s official state theater launches a colorful new identity.

The Pasadena Playhouse celebrates its 100th anniversary this year as one of the most prestigious regional performing arts organizations in the U.S., designated as the state theater of California and recognized for its commitment to new works. Pentagram has designed a bold and contemporary identity for the institution that nods to its heritage.

The Pentagram designers worked closely with Danny Feldman, the Playhouse’s new Producing Artistic Director, who joined from the LAByrinth Theater Company in New York to help lead the institution’s continued revitalization. Founded in 1917, the company has been housed since 1925 in a landmark theater designed in the Spanish Colonial Revival style with Mission elements. It offers several new productions each season, as well as community events and educational programming.

The unique typography is complemented by an instantly recognizable approach to posters and other promotional material that gives each production its own iconic image. As with other institutional identity projects, the designers helped the Playhouse build its own in-house design department to implement the new system and produce its promotional materials going forward.

New York
Paula Scher
Project team
Rory Simms
Claudine Eriksson
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