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About the project
Located in Washington, DC, the Folger Shakespeare Library is home to the largest collection of Shakespeare-related works in the world and serves as a major center for the study of both the playwright and Renaissance culture. Established in 1932 by Henry and Emily Folger as a public gift, the institution occupies a landmark building designed by Paul Cret, situated near the US Capitol. Alongside its Shakespeare holdings, the Folger maintains extensive collections of rare books, manuscripts, and artworks, and also stages acclaimed productions through the Folger Theatre.
A significant renovation completed in 2024 by KieranTimberlake expanded the library’s public areas and increased visibility of its collection. A key addition is the 12,000-square-foot Adams Pavilion, which introduces accessible entry points along with new galleries, research, learning, and gathering spaces located beneath the front lawn. The renovation also makes all 82 First Folios accessible to visitors.
As part of this transformation, Pentagram created a new visual identity that balances the institution’s historical legacy with a more contemporary and inclusive presence. Mirroring the architectural expansion, the identity aims to make the Folger more open and welcoming, supported by a comprehensive system of signage and environmental graphics designed to improve navigation and the overall visitor experience.
A primary objective of the redesign was to highlight the continued relevance of Shakespeare in a modern context. This is expressed through a flexible graphic system that can adapt across the institution’s wide range of activities, including performances, exhibitions, publications, educational initiatives, and its broader role within Washington, DC.
The Folger building itself features numerous inscriptions in a variety of lettering styles, which informed the design approach. In particular, the team drew inspiration from the Art Deco lettering on the base of the Puck statue by sculptor Brenda Putnam at the west entrance, featuring the line from A Midsummer Night’s Dream: “Lord, what fools these mortals be!”
These letterforms became the basis for a custom typeface, Puck Headline, developed in collaboration with type designer Tobias Frere-Jones of Frere-Jones Type, building on his existing font Mallory. Used throughout the identity, as well as in posters and other materials, the typography references the historical broadsides and playbills associated with Shakespearean theatre. The system also incorporates the serif typeface Practice by François Rappo (Optimo), adding versatility to the typographic palette.
The logo focuses on a distinctive “F” derived from the Puck typeface, transforming it into a recognizable symbol of the institution. The primary brand color is a rich red with subtle orange undertones, echoing the hues found in the First Folios, and is paired with a restrained palette of neutrals including white, black, and various shades of grey.
The visual identity extends into a signage system that draws from the building’s typographic heritage. While the original 1932 marble facade presents a formal and imposing exterior, the renovation shifts the main point of entry toward the Adams Pavilion, which is approached through landscaped garden plazas. Faceted lettering, inspired by the building’s engraved forms and rendered in silver to reflect Cret’s use of aluminum detailing, helps guide visitors toward the new entrances. Interior and exterior signage, along with digital displays, further support wayfinding, while donor recognition elements are integrated into the architecture.
Text is also embedded throughout the surrounding gardens, designed in collaboration with landscape architects OLIN. At the east and west entrances, quotations from Troilus and Cressida and As You Like It emphasize Shakespeare’s connection to nature, presented in custom aluminum lettering set into concrete walls. At the west entrance, a “walking” poem created with US Poet Laureate and Pulitzer Prize winner Rita Dove is inscribed along the pathway leading to the pavilion, using marble preserved from the site during construction.
Pentagram has previously worked with the Folger on exhibitions marking the 400th anniversary of Shakespeare’s death, including Shakespeare, Life of an Icon and America’s Shakespeare.
