New Work: The Metropolitan Opera

Paula Scher and Julia Hoffmann have designed the new identity for The Metropolitan Opera, the venerable New York institution. The rebranding is an initiative of the Met’s new general manager, Peter Gelb. The identity is set in Baskerville and Avenir and the new campaign features performance photography of Anthony Minghella’s production of “Madama Butterfly,” the show that kicks off the season on 25 September.

The print ad campaign launched 20 August, and according to Thomas Michel, the Met’s marketing director, resulted in the largest sales day in the history of the organization. The street campaign—the first for the Met in 30 years—goes up next week. (Official release here.)

The campaign is noted in The New York Times and The New York Sun.

More applications after the jump.

Banner design. Performance photography by Catherine Ashmore

Calendar cover

Print ad for The New York Times

Poster installation at Lincoln Center