One of the most influential Off Broadway groups in New York City theater, the Atlantic Theater Company has produced groundbreaking works by new and established playwrights for three decades. Working closely with the theater’s artistic director, Neil Pepe, and managing director Jeffory Lawson, Pentagram’s Paula Scher designed a new brand system for the performing arts company that reflects its bold, original voice. The identity takes the form of an abstract graphic emblem, inspired by the trapezoidal shape of an A, that also suggests a megaphone or a spotlight. For specific plays, related imagery sits within the spotlight shape for an iconic variation on the logo—for example, a flowery corset clutching the British flag for Cloud 9, a play set in Victorian-era England. The new graphic identity raises the Atlantic Theater Company’s institutional profile and helps the performing arts venue stand out in New York City’s artistic landscape.