New York City has launched a rebrand led by NYC & Company, the official inhouse creative and marketing agency for the city, and its Creative Director Emily Lessard. The initiative includes a newly designed website, NYCgo.com, and two new typefaces, NYC Sans and NYC Block. New capabilities and features include more than 200 videos that are mobile first; real-time responsiveness to trending topics; mapping capabilities; and lots of user-generated content.
The typefaces can be seen on NYC & Company’s website, marketing and promotional materials. Inspired by Massimo Vignelli’s 1972 MTA branding, NYC Sans “has a hint of classic NYC subway type and consists of 105 character variations, reflecting the diversity of the City itself. The characters have the ability to match specific voices and audiences, and in NYC Sans, New York City can be typeset more than 4,000 ways.” NYC Block is drawn directly from the official New York City logotype.
Additional components of NYC & Company’s visual rebrand include a set of icons and a reimagined color palette. More than 250 icons have been developed as visual aids for websites, maps, official visitor publications and more. In order to infuse contrast, vibrancy and movement, NYC & Company’s main brand color, black, will be paired with rich colors such as “yellow taxi cabs, the green of the Statue of Liberty’s copper, the blue of the iconic Greek coffee cups and more.” Comments Fred Dixon, president and CEO of NYC & Company “New York City now has an enhanced, innovative tourism website and vibrant, updated branding to match our world-class, five-borough destination.