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Art House New York

Art House New York

Identity for a new regional alliance strengthening independent film exhibition in NYC.

The hand-drawn logo merges the letters A and H into a simple mark that captures the spirit of independent film exhibition and the collective home of the city's art house cinemas.

The identity launched with a vibrant campaign for Art House Cinema Week that celebrates the diversity of the city's art house scene through a dynamic collision of color and motion.

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About the project

Independent film has long been an essential part of New York City’s cultural identity. Art House New York (AHNY) brings together the city’s art house cinemas under a unified alliance, aiming to support independent film exhibition through shared strategies, audience growth, and research. By fostering collaboration and expanding engagement, the initiative seeks to reinforce New York’s status as a leading center for cinephiles.

Paula Scher and her team at Pentagram developed a visual identity that reflects the hands-on, grassroots energy of this film community. The logo, illustrated by Scher, combines the letters A and H into a house-shaped form, creating a simple yet expressive mark that represents both the immediacy of independent filmmaking and a shared home for the city’s art house venues.

The identity was introduced alongside the first Art House Cinema Week, organized in collaboration with the NYC Mayor’s Office of Media and Entertainment (MoME). Taking place from March 20–26, the event spans the city with special screenings, complimentary tickets, and additional programming.

AHNY’s network includes independent cinemas such as Quad Cinema, Metrograph, Film Forum, and IFC Center, alongside major institutions like MoMA Film, Film at Lincoln Center, and BAMcinématek. Each venue brings its own distinct visual identity, and together they form a lively campaign that highlights the diversity of New York’s art house film scene through bold combinations of color and movement.

Client

Art House New York

Sector

Entertainment
Arts & Culture

Discipline

Brand Identity

Office

New York

Partner

Paula Scher

Publications

Ahmedabad

Connect

Art House New York

Payz

Location

Phone

Email