A new logo and a new visual language—a new brand and visual concept. NYU Skirball Center for the Performing Arts’ programming is shaped by its mission to build the patronage of younger audiences with diverse contemporary programming. Diversity in the art forms, performances, performers, media and audiences. A melting-pot of ideas and sensibilities. The language we created needed to reach out to this audience with relevance while easily adapting to the rapidly changing contexts of the stage and its audiences.