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Pentagram

Poster House

Brand Identity

The brand identity for the first museum of posters in the U.S. acts as a moveable frame.

Poster House is the first cultural institution in the U.S. dedicated to exploring the impact, history and design of posters. First announced in 2017 and opened in New York in June 2019, the museum presents rotating exhibitions and a permanent collection of international posters from all time periods and from around the world, examining how this ephemeral medium bridges art and design as an iconic and powerful method of visual communication.

Pentagram has created a dynamic identity for Poster House that treats the name as a moveable frame that immediately announces the content at hand. Set in a custom typeface, the two words of the name are placed along the edges of collateral and promotional materials, where they set off images and information and signal they are part of the Poster House programming, exhibitions or collection. The words are trimmed along their top or bottom, playing with the edges to suggest the layering of sniped posters or the crop of a full-bleed design.

Poster House is being guided by an advisory board that includes, among others, Pentagram's own Paula Scher; the design critic, author and educator Steven Heller; Ellen Lupton, curator of contemporary design at Cooper Hewitt; Nicholas Lowry, president of Swann Galleries; and Alexander Tochilovsky, curator of the Herb Lubalin Study Center of Design and Typography at Cooper Union. Pentagram is also designing signage for the space, which features a screening room, gift shop, café and an on-site preservation facility.

Client
Poster House
Sector
Arts & Culture
Discipline
Brand Identity
Office
New York
Partner
Paula Scher
Project team
Jeff Close
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