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When the Quad Cinema reopens in Greenwich Village April 14, there will be all kinds of things for patrons to enjoy: a wine bar; new sightlines; a screen dedicated to repertory fare; and a stark, modern logo designed by Paula Scher that makes use of a custom font.
Scher started out as an art director in the 1970s, not long after the Quad Cinema opened in 1972 as New York’s first multiplex. She has been a partner at the New York offices of Pentagram since 1991 and has created all sorts of memorable corporate and public insignia:
In the mid-1990s, Scher’s landmark identity for The Public Theater fused high and low into a wholly new symbology for cultural institutions, and her recent architectural collaborations have re-imagined the urban landscape as a dynamic environment of dimensional graphic design.
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