O-pa.

That’s the new name and logo for Omaha Performing Arts, effective Tuesday.

The updated identity and look is designed to provide a uniform method of identification for the nonprofit organization, which operates the Holland Center, Orpheum Theater and Ticket Omaha. The 14-year-old group brings scores of nationally known acts to the city each year and offers community education programs.

“We’ve never taken a comprehensive approach to our identity, and it is now time to ensure our many programs share the same image” so they are more easily recognized, said Joan Squires, O-pa president.

Pentagram, the world’s largest independent design studio, created the new branding.

“Our new name and O-pa logo are less traditional, more friendly and welcoming,” Squires said, “and are designed to generate excitement.”

The new web address is o-pa.org.

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Betsie covers a little bit of everything for The World-Herald's Living section, including theater, religion and anything else that might need attention. Phone: 402-444-1267.

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