Brand Identity For Art House New York
Paula Scher’s napkin-sketch style just became New York cinema’s official identity
Pentagram created a hand-drawn identity for Art House New York, a new alliance uniting the city’s independent cinemas. The logo merges the letters A and H into a house-shaped mark, symbolizing the collective home of New York’s art house film community and its vibrant, collaborative spirit.
Insights
- Creator angle: Pentagram’s Paula Scher continues her napkin-sketched, hand-drawn identity approach here—leaning into imperfection and immediacy instead of a polished, corporate finish.
- Pentagram designed the identity for Art House New York, a new alliance uniting New York City’s independent cinemas under one banner—so the system had to feel collective and community-owned, not like a single venue’s brand.
- The core logo fuses the letters “A” and “H” into a house-shaped mark, turning the name into a literal symbol of a shared home for the city’s art house film community.
- The hand-drawn, vibrant, urban-cinematic tone reinforces the brief: independent, collaborative, and energetic—matching arts-and-culture audiences and the grassroots spirit of NYC’s indie theater scene.
