Rory Simms

New Victory Theater

Finalist 2020
New Victory Theater

The New Victory Theater is New York’s first and only nonprofit performing arts venue offering year-round programming for young audiences. Pentagram has designed a new brand identity and environmental graphics for the theater on West 42nd Street.

The centerpiece is a 51-foot-long mural made of felt, a material that is ideal for a child-friendly environment. Pentagram collaborated on the project with the architecture firm H3, which is working with the theater to reconceive its lobby space to better engage audiences.

MuseumLab

Finalist 2020
MuseumLab

The Children’s Museum of Pittsburgh has launched MuseumLab, a new maker space for older kids in the former Carnegie Free Library down the block from the Children’s Museum in Allegheny Commons. Pentagram has refreshed the brand identity for the Children’s Museum and designed the signage, wayfinding and environmental graphics for the new Lab.

Nicollet

Merit Award 2019
Nicollet

Nicollet Avenue is the “Main Street” of downtown Minneapolis; it's a cultural and commercial center and shopping and dining district that attracts people to work, shop and eat all year. The thoroughfare recently reopened after undergoing a major renovation to make it more pedestrian friendly. As part of the revitalization, Pentagram designed a brand identity and comprehensive program of signage, wayfinding and environmental graphics for Nicollet that capture the spirit of the street and its place in the city.

Scholastic

Merit Award 2019
Scholastic

Scholastic is the world’s largest educational publisher and distributor of children's books, home to favorites like Harry Potter, Clifford the Big Red Dog and Captain Underpants. Pentagram created environmental graphics for the publisher’s corporate headquarters in New York City that reimagine the iconic characters in a series of large-scale artworks and installations.

Quad Cinema

Finalist 2018
Finalist 2019
Quad Cinema

New York’s renowned Quad Cinema reopened following a major renovation that revitalizes the theater with a sleek modern design and state-of-the-art technology. Pentagram developed the brand identity for the new Quad, as well as the look and feel of the theater including signage, environmental graphics and digital installations for the interiors. The branding introduces a logo and custom typography that play off the unique name and evoke the visual language of cinema.

The Handmaid’s Tale

Honor Award 2018
"The Handmaid’s Tale" Highline Installation

Hulu launched its new series adaption of “The Handmaid’s Tale,” the dystopian classic by Margaret Atwood. Pentagram designed a new interactive public art installation to celebrates the series by distributing 4,000 free copies of the book. The project was displayed in a high-profile location at the High Line in New York.

The novel is set in Gilead, a future theocracy where women have been stripped of their rights and subjugated into roles as “handmaids” used expressly for procreation.

Rory Simms

Rory Simms is a graphic designer working in the New York office of Pentagram. Originally from Dublin, Ireland, Rory Simms studied at IADT Dún Laoghaire where he received a BFA in Visual Communication Design. Since joining Pentagram Rory has worked on broad range of projects for clients such as: The Public Theater, Citi Bank, The Philadelphia Museum of Art, Jazz at Lincoln Center, Miami Science Museum, among others. Rory is a member of the AIGA, ADC (Art Directors Club), TDC (Type Directors Club), and SEGD (Society for Experiential Graphic Design).

Rory Simms, Pentagram
Pentagram
New York
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