Paula Scher has been designing the corporate identity of the New York Public Theater for almost 30 years now. The most famous poster she has created for the theater company to date is “bring in ‘da noise, bring in ‘da funk,” that was used here for a flyer of the theater. Letters swirl around and overlap the cropped photograph of a tap dancer. The words are scattered across the entire poster in varying sizes, strengths, and directions to convey energy and movement, volume and determination. This ability to use type as a means of illustration is a talent unmatched by any other graphic designer. “Bring in ‘da noise, bring in ‘da funk” and Paula Scher’s new corporate identity for the Public Theater were so successful that her style was imitated by many Broadway productions. In order to make certain that the posters for the Public Theater nonetheless differ from other earlier posters over the years Paula Scher has made many minor and major changes. That said, three elements have remained unaltered over the years: First of all, the word “Public,” where the letters become increasingly narrower from the first to the last character; secondly, the limitation of the photographic elements to two colors; and third the use of only a few but nevertheless bright colors. And one other thing that has always remained the same for all the variations: The type always plays the leading role.