The Metropolitan Opera

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.

Client

The Metropolitan Opera

Sector

Entertainment
Arts & Culture

Discipline

Brand Identity

Office

New York

Partner

Paula Scher

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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.

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2025