The New Victory Theater is New York’s first and only nonprofit performing arts venue offering year-round programming for young audiences. Pentagram designed a new brand identity and environmental graphics for the theater on West 42nd Street. The centerpiece is a 51-foot-long mural made of felt, a material that is ideal for a child-friendly environment. Pentagram collaborated on the project with the architecture firm H3, which is working with the theater to reconceive its lobby space to better engage audiences.
More about this project here.
Designed at Pentagram
Paula Scher; Partner, Designer
Rory Simms; Associate Partner, Designer
Courtney Gooch; Associate Partner, Designer
Luther Young; Designer
Sarah McKeen; Project Manager

Photography by James Shanks