Michael Bierut: Creating the logo for the Frank Gehry designed New World Symphony


Award-winning designer, Bierut is a partner in the New York design firm Pentagram. He was commissioned by the New World Symphony to create a new logo inspired by the Gehry-designed performance hall itself. Here he shares the path he took to create the logo—a process by which art of one sort influenced art of another.

Antonio Ortiz

Antonio Ortiz has always been an autodidact with an eclectic array of interests. Fascinated with technology, advertising and culture he has forged a career that combines them all. In 1991 Antonio developed one of the very first websites to market the arts. It was text based, only available to computer scientists, and increased attendance to the Rutgers Arts Center where he had truly begun his professional career. Since then Antonio has been an early adopter and innovator merging technology and marketing with his passion for art, culture and entertainment. For a more in-depth look at those passions, visit SmarterCreativity.com.

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