#Brand Identity #Poetry Foundation #PEGASUS

The Poetry Foundation's New Brand Identity: A Celebration of Poetry's Future

The Poetry Foundation has embarked on a significant creative journey, unveiling a new brand identity that aims to celebrate and elevate the art of poetry just as it approaches its milestone 25th anniversary in 2027. This rebranding effort, developed in partnership with the renowned design firm Pentagram, reflects years of organizational growth and creative exploration. The new identity will officially debut with the October 2026 issue of Poetry magazine.

A Fresh Vision for Poetry

The updated brand identity introduces a dynamic and vibrant color palette, bold typography, and a new logo featuring a revamped rendering of Pegasus, the mythical creature and longstanding symbol for the Foundation. This visually striking rebrand is positioned to signify a fresh chapter for both the Foundation and the magazine, offering a sense of renewal and inviting audiences into a more expansive world of poetry.

Fred Sasaki, the Foundation's creative director, led this undertaking alongside Andrea Trabucco Campos and the team at Pentagram. Their collaboration began back in 2016, when a redesign of the brand was first initiated by Michael Bierut. Together, they sought to create a design that conveys a vivid expression of poetry's diverse possibilities, transitioning seamlessly across various platforms, including public programs, installations, and digital experiences.

Bridging Poetry and the Community

As poetics reach beyond the printed page, this new identity aims to weave poetry into the fabric of daily life, allowing it to resonate in the very spaces where people live, work, and interact. From environmental graphics to public poetry installations throughout Chicago, the Foundation is committed to transforming the way poetry is experienced in the urban landscape. This initiative to link poetry to physical locations is a nod to the Foundation's mission to amplify the voices of poets and make poetry accessible to all.

Emphasizing the Art of the Poem

One of the standout features of this rebrand is the magazine's cover design. Rather than simply highlighting the word