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Award: Wood Pencil

Wood Pencil / Branding / New Branding Schemes: Large Business / 2008

There’s only one New York City, but no one New York City. How can a brand represent five boroughs, approximately 191 neighbourhoods, and over 8.2 million people? It’s a city that speaks 138 different languages and is viewed through an almost infinite mix of cultures, ideologies and ways of life. This kaleidoscopic quality is what we love. There is no one symbol, logo or brand that means New York City to everyone. So we created windows made of sturdy letterforms – a little on the tough side, just like a New Yorker. The NYC brand is a transparent view of every culture and activity of the city. It’s a venue for the ideas that make New York City so beautiful and strong.

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