Articles & interviews4
- New Victory Theatre by Pentagram
BP&O features Pentagram’s rebrand of New Victory Theatre, a New York performing arts venue for children and families. Led by Paula Scher, the identity uses a ribbon motif that extends into signage, murals, and tactile installations, creating a celebratory and engaging environment. The design emphasizes materiality and spatial experience, aligning with the theatre’s educational and playful mission.
- New Campaign for Shakespeare in the Park 2018 by Pentagram
BP&O features Pentagram’s 2018 campaign for Shakespeare in the Park, designed by Paula Scher for The Public Theater. The work continues the theater’s long-running identity with a new palette of bright gradients and bold typography, maintaining continuity while introducing fresh visual energy. The campaign spans posters, signage, and merchandise, reflecting Scher’s ongoing evolution of the Public’s iconic visual system.
- New Graphic Identity for Nicollet by Pentagram
BP&O features Pentagram’s new graphic identity for Nicollet Avenue in Minneapolis, led by Paula Scher. The project coincided with the avenue’s 50th anniversary and renovation, introducing a cohesive system of signage, wayfinding, and environmental graphics built around the letter 'N' and a black, white, and yellow palette. The design emphasizes legibility, industrial character, and continuity across the urban landscape.
- New Package Design for Dr Jart+ by Pentagram
BP&O’s article, written by Richard Baird, reviews Pentagram’s new packaging and graphic identity for South Korean skincare brand Dr Jart+. Led by Paula Scher, the design integrates structural form, color, and typography to express the brand’s fusion of dermatological science and art. The packaging uses minimal materials, Helvetica typography, and a distinctive '+' motif to unify product ranges while maintaining visual impact and tactile appeal.