New Victory Theater

By the early 1980s, 42nd Street and Times Square had become a neglected stretch of urban decay. Revitalization of the block was sparked when the New Victory was entirely reconceived as New York’s first Broadway theater for kids and families. In the new identity, a yellow spotlight forms the backdrop to upraised arms forming a “V” and illuminates words, messages and images in print pieces. Inside the theater, a purple and yellow color scheme gives signage a regal air. Outside, a range of lighting techniques enliven the façade, generating excitement among audiences and helping revitalize a neighborhood.