Pentagram’s Bold Brooklyn Brand For City Point

Recently opened with great fanfare, City Point is the largest food, shopping and entertainment destination in the center of downtown Brooklyn. The 1.8 million square foot mixed-use development is poised to dramatically transform the area. Pentagram’s Michael Gericke and his team designed a bold  Brooklyn identity for the project, including its brand positioning, advertising, signage and large-scale environmental graphics.



 The identity is focused on the  declaration — BKLYN BORN — celebrating the project’s local engagement.  The Pentagram team shaped the program to express Brooklyn’s diversity and inclusiveness. “This is truly a project that is ‘By Brooklyn and for Brooklyn,’” says Gericke, who has been a resident of the borough for over thirty years.