Identity and Branding
Dynamic identity system for an Off-Broadway theatre company incubating innovative productions.
Ars Nova is an Off-Broadway, non-profit theater which develops and produces innovative theatrical productions, created by artists in the early stages of their careers. As an identity, the words ‘Ars’ and ‘Nova’ sandwich all production titles, echoing the instrumental role the company plays in its shows’ development, from their earliest inception to their opening nights.
Ars Nova workshops productions across two spaces, the Ars Nova Hub in the Theater District, and the West Village's Greenwich House. Each theater houses up to four shows a year, as well as a variety of other programming.
To unify the many productions under one repertory theatre, a poster system was developed. Each production season interprets the classic bracketing of the ARS NOVA logo based on its unique selection of shows.
The typography is Timmons, a Constructivist-inspired modern typeface with historical references to periods of cultural growth and innovative thinking. This is supported by Plaak and Maison Neue for labels and body copy, respectively. The Nova Label, which overlays type, graphics, and imagery, is a post-it nod to the Company's inspiring attitude towards constant improvement and rewriting/revising past work for new audiences.