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New Work: Rockaway Beach


When Hurricane Sandy devastated New York in 2012, Rockaway Beach in Queens lost much of its iconic boardwalk. This summer, as part of the ongoing restoration of the area, the first sections of a new boardwalk have been completed and reopened to the public with a more resilient design that replaces the traditional wooden planks with steel-reinforced concrete. Pentagram’s Paula Scher and her team have created graphics for the new boardwalk that helps put Rockaway back on the map, literally: The typography announces the beach in letters that are each 100 to 150 feet wide and almost 50 feet tall, and together span nearly a mile.

New Work: Hazen and Sawyer


Hazen and Sawyer is the world’s leading engineering firm devoted to water. Headquartered in New York, the company has 42 offices across the U.S., as well as in Panama, Colombia, Ecuador and Jordan, and focuses on developing safe water drinking systems, as well as controlling water pollution and its effects on the environment. Pentagram’s Paula Scher and her team have designed a new identity for the firm that reflects its stature in the field.

The work Hazen and Sawyer does is incredibly important, especially as access to fresh water becomes a critical issue around the globe. Staffed by a team that includes many of the world’s top environmental engineers and scientists, the firm addresses these growing challenges. The new identity integrates the company’s mission into its logotype, which features a ripple of water inspired by the free water surface symbol, a notation used in water system engineering.

New Work: ‘Philadelphia Explained’


In her typographic map paintings, Pentagram’s Paula Scher explores ideas of location and individual ways of seeing the world. Now, working in collaboration with students at her alma mater, the Tyler School of Art, Scher has expanded this unique point of view to an immersive environment. Philadelphia Explained is a large-scale installation that details the city and its surrounding areas in a hand-painted map created by Scher and 154 participants that covers the walls and floor of Temple Contemporary, the school’s 2,100 square-foot gallery.

New Work: Shakespeare in the Park 2015


Paula Scher’s iconic Public Theater identity goes to pieces in the campaign for this year’s Shakespeare in the Park, the annual free performances presented by The Public Theater at the Delacorte Theater in Central Park. This summer’s program pairs “The Tempest”, Shakespeare’s stormy classic about the magic of storytelling, with the fairy-tale romance “Cymbeline”.

Scher’s campaign for the summer performances previews the look of the graphics for the Public’s 2015-2016 season. The Shakespeare in the Park poster campaigns used to exist apart from the fall season campaigns, but over the past few years the graphics for the Public’s most famous program have helped establish the seasonal look for all aspects of the institution.

Playing off the word “free,” this year’s design is handmade and exists as lines of sliced typography that are cut through photography or large-scale words. The tempest of type creates a mini-identity that both dramatically updates and functions within the familiar Public Theater brand.

New Work: Choice Works

Choice Works_Animation_With Red Lines
Animated version of the Choice Works identity.

Pentagram’s Paula Scher and her team have designed the identity and event graphics for Choice Works, a party and art auction to benefit Planned Parenthood Federation of America and Planned Parenthood of New York City. Support from the event will help provide affordable or free reproductive health care to New Yorkers and fight to protect women’s rights in every state across the U.S.

The auction features artworks donated by leading artists including Cindy Sherman, Laurie Simmons, Marilyn Minter, Jeff Koons, Matthew Barney, Roni Horn, Nan Goldin, Kara Walker, Alex Katz, Richard Serra, Richard Prince, Ryan McGinley, Louise Lawler, Sarah Sze, Dana Schutz, Lisa Yuskavage, and many others. The event will be held at Sotheby’s in New York this Friday, May 15.