Monday, 11 April 2005 | Levent OZLER
American Theatre Wing Introduces New Corporate ID
American Theatre Wing Introduces New Corporate Identity
Created by Siegel & Gale
The American Theatre Wing, founder of the Tony Awards, is embarking on a program to raise its presence and visibility under the leadership of board chairman Sondra Gilman and board president Douglas B. Leeds.
A centerpiece of this program is a striking, contemporary, visual identity system that will be introduced tonight at the American Theatre Wing's Annual Spring Dinner at Cipriani, 42nd Street, honoring CBS and Leslie Moonves for their outstanding commitment to supporting live theatre in America through their decades-long partnership with The Tony Awards.
"The striking, stylized wing symbol projects the uplifting sweep of a great performance and positions the American Theatre Wing at the center of American Theatre Arts," according to Alan Siegel, Chairman of Siegel & Gale, an Omnicom company, whose firm designed the identity. "The elegant and distinctive purple color projects leadership and nobility."
Incorporating the phrase "Founder of the Tony Awards" in the American Theatre Wing's corporate signature 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. The new identity for ATW replaces a logo that has been virtually unchanged since its introduction some 65 years ago.
The American Theatre Wing (Howard Sherman, executive director) is a not-for-profit service organization dedicated to education and excellence in the theatre, serving both the theatre community and theatergoing public. In addition to creating and jointly awarding the Antoinette Perry "Tony" Awards, ATW's programs include the long-running "Working in the Theatre" seminars, broadcast in New York on CUNY-TV; a grants and scholarship program providing more than 50 annual cash awards to New York not-for-profit theatre companies and theatre students; "Downstage Center," a weekly theatrical interview show on XM Satellite Radio; "SpringboardNYC," a two-week intensive training session for aspiring theatre professionals moving to New York; and the Theatre Intern Group, a social and professional development network for those just entering the theatre field. More than 200 hours of ATW's media projects are available for free, on-demand from the company's website, www.americantheatrewing.org, making it a unparalleled resource for theatre students and general audiences alike to see and hear America's top stage artists speak about their work.
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