The typographic identity for the redesigned Quad Cinema is apparent throughout. The letterforms define the overhang (3) that extends inside to the reception desk (5). The Quad Bar (4) is adjacent to the lobby, where a wall of screens (2) show portions of films and display information. In each theater, a letter of the word "quad" (1) is portrayed on the ceiling in LED light strips. 112 1 2 A compelling graphic identity by Paula Scher of Pentagram drove the redesign for an independent movie house in Greenwich Village By John Czarnecki Photography by Peter Mauss/Esto courtesy Pentagram 4 3 contractdesign.com JULY | AUGUST 2017 PHOTOGRAPHY: quad RENOVATIONhttp://www.contractdesign.com