This identity was created for a non-profit group dedicated to the restoration and reuse of historic theaters and playhouses on New York’s West 42nd Street. The design conveys the color and intensity of Times Square, its marquees and “spectaculars.”

“I like the fact that it’s a matrix of circles, but they didn’t do the typography out of it. It’s very carefully planned out in terms of overprinting and use of colors.”

“It’s not too pretty. There’s a simple device that’s used in a blunt, straightforward way. It’s restrained but strong. Not too cute or pretty. The palette is somehow surprising. It’s crudely commercial in a tongue-in-cheek way. Garish.”