The Metropolitan Opera

Logo, Identity System, House style of photography, Posters, Advertisements, Many collateral materials


Peter Gelb became the new General Manager for The Met in 2006. He said that rebranding The Met would be one of the most difficult brand challenges of the 21st century. Dramatic words that spoke volumes of where the brand stood. It was a 70’s era, burgundy and gold, clichéd giant. The Met’s iconographic chandelier graced the cover of the last ten season brochures. Gelb wanted to bring opera into the 21st century. He sought to reinvigorate the art form by staging new productions and theatrical reinterpretations of classic operas. Collaborating with modern artists of every stripe, The Met would raise the theatricality and relevance of modern opera. 

Modern studio photography was a key component of the identity. It sought to shatter the tradition of dark “ants on a stage” shots that boasted of the scale of the Met’s productions. The new photography focused on individual stars and collaborations with innovative couture photographers. The result is a modern and elegant system that combines a re-cut of the classic Baskerville typeface with sophisticated images.


Client: Peter Gelb / The Met Opera

Creative Director: Pentagram Partner, Paula Scher

Design: Paula Scher, Julia Hoffman, Luis Bravo

Photography: Nick Heavican