American Theatre Wing

Redesigned in 2005 by Gene Grossman

In 1940, it was Broadway's contribution to the war effort, and was named "American Theatre Wing War Service Inc."  ... the "Wing" in its name (like the wings in its logo) was meant to make it seem like a military unit. Its major programs were the Stage Door Canteens and hospital shows that entertained servicemen. After the war it helped retrain veterans, and then moved more broadly into theatre career training and sought other ways to promote quality. Today, it is best known as convener of the annual "Tony Awards" for excellence.

In 2005, Alan Siegel of Siegel+Gale joined the Wing's board, and asked his then-colleague Gene Grossman (co-founder of the historic firm Anspach Grossman Portugal) to address the problem of the Wing's rather grotesque and symbolically obsolete winged mask.  Gene set the now-honored name in honorable type, and graced it with a more lyrical (and far less warlike) wing thing.

Credits:
Design: Gene Grossman
For American Theatre Wing:
Alan Siegel, Director
Howard Sherman, Executive Director

Other comments
Kurt Niedermeier: In addition to being "far less warlike," the "wing thing" has been designed in the shape of a lower case "a." A designer is often asked to bring multiple components together in a harmonious way AND do it in as simple a manner as possible. Certainly Mr. Grossman has done just that without sacrificing aesthetic appeal. Kudos to him.