Custom-drawn logotype and a logo-driven visual identity for New 42, the non-profit organization formerly known as the New 42nd Street. First established in 1990 to rehabilitate the Broadway theaters along West 42nd Street, New 42 gives thousands of kids access to brilliant theatrical productions at the New Victory Theater, and fosters development of remarkable Broadway musicals and plays at the New 42 Studios.
The wordmark, developed in collaboration with Open, is derived from the Manhattan street grid, with its diagonal strokes replicating the angle of Broadway cutting across city blocks.
The primary stacked logo is complemented by a one-line version and small-size alternates with increased letterspacing and enhanced counter shapes. Vivid colors and geometric shapes allow it to stand out in a visually complex landscape of New 42 productions and initiatives.
Swag, identity applications, and brand guidelines by Open’s Cat Kirk and Scott Stowell.
Creative direction: Scott Stowell. Brand identity design lead: Cat Kirk. Producer: Katie Decktor
Event photography courtesy of New 42