City Branding for NYC - Brand Identity + Brand Guidelines

Project Team

Emily Lessard

Strategy + Marketing

Louis Lee

Creative Direction

Noah Venezia

Design

Sara Duell

Design

Sophie Roberts

Writing

Caitlin Clingman

Design

José Quinteros

Design

Emily Lessard

Strategy + Marketing

Louis Lee

Creative Direction

Noah Venezia

Design

Sara Duell

Design

Sophie Roberts

Writing

Caitlin Clingman

Design

José Quinteros

Design

We rebranded NYC & Company, the official marketing and tourism agency for New York City. The city brand included every element of the organization: brand identity, brand positioning, brochure design, icons and photography, and its flagship website nycgo.com. (The redesigned NYCGO won the Webby for Best Travel Website). The visual identity includes two custom typefaces and over 250 custom icons and illustrations, all inspired by New York City. The videos below share the creative inspiration behind the branding.

The branding has been highlighted in over 60 press stories, including Creative Review, It’s Nice That, and Co.Design.

CORPORATE VISUAL IDENTITY

The main brand color is exactly what it should be for NYC: black and taxi yellow. But instead of becoming dour or repetitive, the materials utilize texture and light through black foil stamping, blind embossing, and different paper stocks. As any New Yorker knows, there is an infinite universe of color within black.

BUSINESS CARDS

The business cards become mini-itineraries for trips within New York City’s five boroughs. When lined up, the nine different backs create an infinite scroll of ideas.

CONSUMER-FACING VISUAL BRAND

The consumer-facing materials get a much more expanded, colorful palette. The black and taxi yellow are joined by sixteen more colors and a suite of custom half-toned photographic imagery. The use of black helps the colors appear electrified, even in print.

PUBLICATION DESIGN

We redesigned the quarterly visitor publications and brochures, along with the official visitor maps. We slimmed down the copy and led with more inspirational and iconic imagery.

TRADE-SHOW BOOTH & GRAPHICS

We also redesigned all of the trade show materials, including booth designs for NYC & Company’s trade shows and events.

BRAND STYLE GUIDELINES

To document and share the brand strategy and materials, we wrote and designed a comprehensive brand guidelines book. These guidelines are modular: sections can be taken apart and printed individually for varying audiences.

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