Fifty years ago Joseph Papp, the founder of the Public Theater and New York Shakespeare Festival, took his free performances of Shakespeare into the woods of the Delacorte, the Public’s Central Park amphitheater.
To celebrate the anniversary, Public Theater mounted two forest-oriented productions for this year’s Shakespeare in the Park: As You Like It, Shakespeare’s romantic comedy that takes place in enchanted Forest of Arden, and Into the Woods, a new staging of Stephen Sondheim’s classic 1986 musical. Pentagram’s Paula Scher designed the festival campaign, which launched with a full-page ad in The New York Times, a poster series on the streets, in subways and buses, and signage at the Delacorte.
This is Scher’s eighteenth campaign for Shakespeare in the Park and it represents a departure from the graphic language of past seasons. Designed with Kirstin Huber, the Public’s in-house graphic designer, this year’s campaign has a looser feel than past posters—it’s fun, celebratory and purely about the park. The tagline “Shakespeare and Sondheim in the Park” appears in a large swath of verdant green with a rough edge evocative of trees and greenery. Smaller typographic elements diagram a kind of journey through the woods, with bits of information creating a path through the green. All of the campaign components prominently display the Public Theater logo with sponsor logos integrated along the field of green’s rough edge.
// From our friends at Communication Arts