Shakespeare in the Park 2018

Brand Identity

Promotional campaign for the 2018 festival of free performances presented by The Public Theater in Central Park.

Othello and Twelfth Night are the featured productions in the 2018 edition of Shakespeare in the Park, the annual free performances presented by The Public Theater at the Delacorte Theater in Central Park. Pentagram has created the promotional campaign for the season, which combines striking extended typography, a fresh color palette and the tagline “Be in the Park.”

This year’s campaign is Pentagram's 24th since 1994. Each year’s season design changes in the use and spirit of Knockout, the font of the Public identity. The letterforms of the 2018 graphics stretch and expand to dynamically fill the space on a field of gradated color. In a first for the Shakespeare in the Park campaigns, the posters were originally conceived to appear as animated graphics, which can seen in digital marketing and in advertising on the monitors in taxicabs.

Working with Pentagram, the in-house team at the Public extended the look of the posters into additional applications, including a complete system of signage for the Delacorte, gala invites, and swag such as t-shirts and totes. The typographic approach is also a preview of the graphics for the upcoming 2018-2019 season at the Public, which will build on the Shakespeare campaign to create a full visual personality for the year, including the season brochure, posters, print advertisements, and banners for the façade of the Public, as well as promotional materials for Joe’s Pub.

Previously: Shakespeare in the Park 2017, Shakespeare in the Park 2016, Shakespeare in the Park 2015, Shakespeare in the Park 2014, Shakespeare in the Park 2013, Shakespeare in the Park 2012, Shakespeare in the Park 2011Shakespeare in the Park 2010.

New York
Paula Scher
Project team
Courtney Gooch
Tam Shell, The Public Theater
Katie Hodge, The Public Theater
Gina Bella, The Public Theater
Rusty Van Riper
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