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Omaha Performing Arts Introduces New Look

Nov 1, 2019, 12:04 PM by Dara Hogan

Omaha Performing Arts Logotype Black 100119


New Identity and Logo Designed to Build on Organization’s

Reputation, Mission and Strengths

OMAHA, Neb – (October 15, 2019) - Omaha Performing Arts has changed its logo and look as part of an organization-wide branding process. The new branding system, effective today, is designed to inspire a bold, artistic and flexible approach while providing a uniform method of identification. 

“The design was inspired by key themes generated through interviews with the Omaha Performing Arts Board, staff, volunteers, donors and patrons,” Joan Squires, O-pa president said. “Our new name and O-pa logo are less traditional, more friendly and welcoming, and are designed to generate excitement,” Squires said.

“Over the past 14 years, we’ve grown from a start-up to now reaching broad audiences through our programs and education activities in Omaha and across Nebraska. We’ve never taken a comprehensive approach to our identity, and it is now time to ensure our many programs share the same image,” said Squires. “This branding system will bring our programs, sponsors and venues together visually and make them more easily recognized.”

Pentagram, the world’s largest independent design studio, created the new system. They reviewed processes and materials of the organization’s four core entities: Omaha Performing Arts, Ticket Omaha, Holland Performing Arts Center and the Orpheum Theater. Each entity name contains an integral piece to the new brand - the letter “o”, a circular letter that represents community relationships and signals community as the heart of O-pa.

"The collaboration with the Omaha Performing Arts team was enlightening and energizing. Pentagram was excited to create a new brand identity for O-pa,” said Eddie Opara, Pentagram Partner. “The creation of a harmonious and dynamic visual and strategic framework that is bold, fresh and vibrant are recognizable and represent the O-pa community, its performances, and the City of Omaha as a connective force.”  

“We’re excited to unveil our new identity, look and logo that helps demonstrate our continued commitment to the performing arts in the Omaha community and the state of Nebraska,” Squires said.


About Omaha Performing Arts

Omaha Performing Arts provides the best Broadway, jazz, blues, dance, comedy, family and popular entertainment to the citizens of Omaha at the Orpheum Theater, Holland Performing Arts Center and beyond. As Nebraska’s largest arts organization, we also provide education opportunities and free community events to expand arts appreciation. Ticket Omaha is our official ticket provider.

We are grateful for support from the Nebraska Arts Council, Nebraska Cultural Endowment, National Endowment for the Arts, the City of Omaha and Douglas County. We also rely on corporate sponsors, donors and foundations.

About Pentagram

Pentagram is the world’s largest independently-owned design studio.

Our work encompasses graphics and identity, architecture and interiors, products and packaging, exhibitions and installations, websites and digital experiences, advertising and communications. Our 24 partners are all practicing designers, and whether they are working collaboratively or independently, they always do so in friendship.

Our structure is unique. We are the only major design studio where the owners of the business are the creators of the work and serve as the primary contact for every client. This reflects our conviction that great design cannot happen without passion, intelligence and — above all — personal commitment, and is demonstrated by a portfolio that spans five decades and all industries.