Pentagram has designed a new brand identity framework for Omaha Performing Arts, now shortened as O-pa, that captures the vibrancy of its programming and the joy and energy of performance. The dynamic visual language is forward-looking and contemporary, and has a friendly approachability in keeping with O-pa’s Midwestern roots. The framework is the first time O-pa has taken a comprehensive approach to its identity, and it brings the programs, sponsors and venues together visually and makes them more recognizable as part of the same institution.
The Pentagram team worked closely with leadership at O-pa to develop the framework, which included brand strategy and positioning, and the new take on the name. Omaha aspires to become an arts destination for the Midwest, and O-pa is an important part of the city’s ongoing cultural renaissance, welcoming more than 500,000 people to the Holland Performing Arts Center and Orpheum Theater each year. The new identity coincides with a planned expansion of the O-pa campus on the Omaha riverfront by Ennead, who also designed the Holland Center. O-pa also offers a broad range of education and community engagement activities that reach a wide and diverse audience across the state.
