Power and Grace, Stacked and Layered: Paula Scher Designs New Identity for New York City Ballet
Many of the logos and graphics designed by Pentagram partner Paula Scher seem to dance, but her latest project takes that virtue more literally. This week saw the launch (in print and online) of Scher’s new identity and promotional campaign for the New York City Ballet, the venerable dance company founded in 1933 by Lincoln Kirstein and George Balanchine.
Designed by Scher with Lisa Kitschenberg of Pentagram and the NYCB’s Luis Bravo, the identity aims to give the company a dramatic, contemporary new aesthetic linked to its legacy and location.
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