Theatrical ad agency Serino Coyne designed the logo and hired John W. Long to craft it out of old weathered wood. John was given the direction that it was for a Peter Pan story with a funky kind of twist. He took his own artistic liberties then shipped the result to New York for photographing.
This video of John at work particularly caught my eye (below and here).
The New York Times ran an interview with John.
“Q/ So how does a woodwork artist in Vermont get work on a Broadway show?
“A/ A few of the artists at Serino Coyne got together to come up with an image for “Peter and the Starcatcher.” But they wanted more texture, something like weathered wood. So they Googled something along the lines of “old weathered wood” and they found me. They got onto my Web site and saw my work, which is strictly weathered wood. They gave me a call and asked me if I’d do it.”
Official show website: Peter and the Starcatcher.