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
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