The Metropolitan Opera

Identity for one of the world's leading opera companies, a constituent organization of New York's Lincoln Center for the Performing Arts.

Brand Identity Entertainment Arts & Culture

The identity is set in Baskerville and Avenir and the new campaign features performance photography of Anthony Minghella’s production of “Madame Butterfly."

Pentagram and Julia Hoffmann have designed the new identity for The Metropolitan Opera, the venerable New York institution. The rebranding is an initiative of the Met’s new general manager, Peter Gelb. The identity is set in Baskerville and Avenir and the new campaign features performance photography of Anthony Minghella’s production of “Madame Butterfly."

The print ad campaign launched August 20, 2006, and according to Thomas Michel, the Met’s marketing director, resulted in the largest sales day in the history of the organization. The street campaign—the first for the Met in 30 years—coincided with the new identity launch.