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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: ‘The New York Times Book Review’

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The New York Times Book Review has commissioned Pentagram’s Paula Scher to design the cover for a special issue on women and power. Published with the paper’s Sunday, October 12 edition, the section features reviews of new books by female authors including Lena Dunham, Gail Sheehy and Katha Pollitt, among others, as well as essays about influential women including Kirsten Gillibrand, Sonia Sotomayor and Caitlin Moran. For the cover image, Scher created a graphic pattern that is both spiky and soft, with lines that radiate from the title typography.

Project Team: Paula Scher, partner-in-charge and designer; Rory Simms, designer.

Awards: AIGA Justified 2014

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AIGA’s Justified competition honors clear and compelling design that balances specificity with accessibility and effectiveness. The entries for Justified are submitted as case studies rather than as a series of design artifacts, an approach that showcases the creative process to solving clients’ design problems while demonstrating the value of design. A record number of entries were submitted for the fourth annual competition this year, and we are proud to announce that two of Pentagram’s projects have been chosen as winners.

The identity and environmental graphics program designed by Paula Scher and her team for the restored New York City Beaches was selected as one of Justified’s 19 winners, as was the extensive WalkNYC pedestrian wayfinding system developed by PentaCityGroup, a special consortium of designers that included Michael Bierut and team.

New Work: The Public Theater 2014-2015 Campaign

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The campaign for the 2014-2015 season at the Public uses dynamically skewed typography.

Pentagram’s Paula Scher puts a new slant on her iconic identity for the Public Theater in the campaign for the institution’s 2014-2015 season, launching this month. Designed with Kirstin Huber, Senior Graphic Designer at the Public, promotions for the upcoming slate of productions use skewed typography for a dynamic take on the theater’s signature look. The campaign marks the 20th anniversary of Scher’s continuing collaboration with the Public.

New Work: National Center for Civil and Human Rights

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The National Center for Civil and Human Rights is a new museum that connects the American Civil Rights Movement with current struggles for human rights around the world. Located near Centennial Olympic Park in downtown Atlanta, the Center harnesses the city’s legacy as a birthplace of civil rights activism to encourage visitors to think about the role they can play in protecting human rights.

Pentagram’s Paula Scher has designed a large-scale mural for the museum lobby that pays homage to the graphics of rights movements and brings them together in a bold new composition centered on a raised human hand. The installation has inspired its own viral mini-movement: Visitors are showing solidarity with the mural’s message by sharing images of their own “high fives” on social media.