The Curtain Rises On a Fresh Logo

By Tk Published on .

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The American Theatre Wing, founder of the Tony Awards, has a new visual identity system from New York's Siegel & Gale. "The striking, stylized wing symbol projects the uplifting sweep of a great performance and positions the American Theatre Wing at the center of American theater arts," says chairman Alan Siegel. "The elegant and distinctive purple color projects leadership and nobility." And the phrase "Founder of the Tony Awards" in the corporate signature surely can't hurt. "It provides instant recognition for the organization, whose unique name can be traced to its activities during World War II, when it provided a morale-boosting link between the entertainment community and those serving in the military," notes Siegel. "The new identity for ATW replaces a logo that has been virtually unchanged since its introduction some 65 years ago."

Client: The American Theatre Wing Design: Siegel & Gale, N.Y. Chairman: Alan Siegel CD: Howard Belk

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