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New Work: Queens Theatre

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Queens Theatre is the premier performing arts venue in Queens, New York, presenting world-class theater, dance, music and comedy. The innovative productions are matched by a one-of-a-kind location: QT is located in the historic Theaterama, one of the three structures that originally comprised the New York State Pavilion at the 1964 World’s Fair in Flushing Meadows Corona Park. Pentagram’s Paula Scher has designed a new identity for Queens Theatre that conveys its vibrant programming and unique setting. The logo employs simple shapes inspired by the geometric forms of the pavilion, which marks its 50th anniversary this year.

Scher worked closely on the project with Taryn Sacramone, Queens Theatre’s Managing Director. Queens is the most ethnically diverse county in the US, and the Theatre was looking for a visual language that would appeal to an incredibly varied audience and provide a cohesive system for promoting a wide range of activities. At the same time, QT needed an identity that would reflect its position as an important arts institution and help it stand out in New York City’s crowded cultural landscape.

“Our programming is incredibly diverse,” says Sacramone. “I wanted one strong identity that unified all of our materials and communications. We are also working to reach new audiences, and people unfamiliar with Queens Theatre will make an assumption about the artistic quality of our productions from the artistic quality of our branding. I wanted the look of our new identity to match the quality of what we put on stage.”

New Work: Berry Bros. & Rudd Exceptional Casks Collection

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Berry Bros. & Rudd has released the first bottlings from its new Exceptional Casks Collection, an exclusive and exquisite range of rare spirits. Following Pentagram’s development of a new identity for the brand, Harry Pearce has designed the collection’s bottlings. 

New Work: MIT Media Lab


The new MIT Media Lab identity integrates the logos of nearly two dozen research groups.

The Massachusetts Institute of Technology is holy ground not just for scientists and engineers, but for graphic designers as well. In the sixties, designers like Jacqueline Casey, Dietmar Winkler, Ralph Coburn and Muriel Cooper adapted the visual forms of European modernism to a lively, particularly American version that marked MIT as a place that balanced rigor and invention. Perhaps nowhere at MIT was that design impulse more pronounced than at the MIT Media Lab, which Cooper co-founded and where she ran the Visual Language Workshop. Nearly 30 years after its founding, the Media Lab has a new visual identity designed by Pentagram.

New Work: ‘Jack Allen’s Kitchen’

Pentagram associate Julie Savasky and partner-in-charge DJ Stout in our Austin office have designed and produced Jack Allen’s Kitchen: Celebrating the Tastes of Texas, the first cookbook from the popular Austin-area eatery. Distributed by the University of Texas Press, the book will make its debut at the Texas Book Festival next weekend, October 24 through 27. Jack Gilmore, the restaurant’s colorful owner, is a bit of a celebrity chef, but he doesn’t look like one. With his tumbleweed mane, gray-streaked beard, and Cheshire Cat smile, he looks more like an unkempt Yosemite Sam than a culinary master.

“He looks like ‘Austin’ actually,” says Stout. “His hard work ethic, creativity in the kitchen, and devotion to sustainability and locally sourced food—he was doing ‘Farm to Table’ before it was cool—has made him one of the most admired chefs in these parts.”

New Work: Rainbow Room

A New York destination unlike any other, the Rainbow Room is the jewel in the crown of Rockefeller Center, the Art Deco masterpiece at the heart of midtown Manhattan. Located on the 65th floor of 30 Rock, the dining and entertainment space is in a glittering landmarked room with breathtaking 360-degree views of the New York skyline and beyond. The iconic venue reopened last week after a major renovation that reimagines the space with contemporary design. As part of the reopening, Pentagram’s Michael Gericke and his team have created an elegant new identity for the Rainbow Room that celebrates and pays tribute to its extraordinary style and spectacular vistas.

“The room, the views and the city below are grand, panoramic and timeless – so it was inevitable they are echoed in the identity,” said Gericke of the wordmark. The designers carefully considered the relationship of the Rainbow Room’s graphic program to Rockefeller Center’s iconic architecture and signature typography.

New Work: Albertine

Uniquely devoted to French works in French and English, Albertine is a new bookshop and reading room opened by the Cultural Services of the French Embassy in New York. The only French-language bookstore in the city, Albertine offers the most comprehensive selection of French-language books and English translations in the United States, with over 14,000 titles from 30 French-speaking countries in genres including novels, non-fiction, art, comics and graphic novels, and children’s books.

Pentagram’s Abbott Miller has designed a distinctive new identity for Albertine inspired by French vernacular typography. Miller and his team worked closely on the project with the store’s founder, Antonin Baudry, the Cultural Counselor of the French Embassy. The shop has been envisioned as less a retail space than a reading room that invites visitors to linger, and the identity invokes the connection between books, knowledge, and Enlightenment, with references to Parisian Art Deco.

Albertine is celebrating its opening this week with a six-night festival that showcases the store as a new hub for French-American intellectual exchange and debate. Curated by cultural critic Greil Marcus, the event runs from October 14-19 and features discussions with Mad Men creator Matthew Weiner, filmmaker Olivier Assayas (Irma Vep) and author and filmmaker Marjane Satrapi (Persepolis).