The Atlantic Theater Company’s New A-Shaped Identity

The award-winning Off-Broadway theater, The Atlantic Theater Company, is celebrating its 30th anniversary with a big makeover. With help from Pentagram partner Paula Scher, the company now bears a bold red-orange, blue and white visual identity. The design centers around a main trapezoidal shape (a nod to the stage’s overhead spotlight), which serves as both the Atlantic’s insignia and as the letter “A” when company’s name is spelled out. With the new design, The Atlantic hopes to “raise its institutional profile and stand out in the city’s crowded arts landscape.”