Kinshasa Wilson

MCNY | Museum of the City of New York

Dynamic Branding

My Role

Brand Design
Type Design

Team

Kinshasa Wilson
Lezhang Wang
Nia Toprakashvili
Kate Lydon

Duration

4 months

Tools

Figma, Adobe Illustrator,
Adobe Photoshop,
Adobe After Effects

Overview

The rebrand for the Museum of the City of New York (MCNY) aims to create a distinct and cohesive visual identity, positioning the museum as a leading voice in preserving and interpreting the cultural and historical narratives of New York City.

The Problem

The visual identity is dull, outdated, and doesn’t reflect the color and depth found in the museum’s exhibits, events, and collections.

The Solution

A rebrand strengthening the museum’s visual identity and creating a distinctive and dynamic branding system.

Brand Strategy

Brand Positioning Statement

For New York locals and visitors, The Museum of the City of New York is the cultural institution that educates, inspires, and strengthens cultural identities, because we provide enriching exhibits and hands on educational workshops.

Core Values

- Education and enlightenment
- Inclusion, diversity, equity, and accessibility
- Innovation and engagement
- Community connection

- Education and Enlightenment
- Inclusion, Diversity, Equity, and Accessibility
- Innovation and Engagement
- Community Connection

Target Audience

Primary

Residents of New York City

Locals are a key audience, as the museum provides them with insights into their city's history, culture, and development.

Secondary

Tourists and Visitors

MCNY attracts tourists who are interested in learning more about New York City's history and culture.

Design Principles

Modern

Clean, minimal, and functional. Simple, geometric shapes and straight lines.

Bright

Generous negative space and colors that represent the city’s historic sites.

Dynamic

Flexible and adaptable for static and motion media.

Visual Identity

Concept

The redesigned logo takes inspiration from building blocks, representing New York City’s growth and transformation over time. The open and modular nature of the blocks is a welcoming gesture, inviting everyone to engage with the museum and explore how the past and present connect in shaping New York’s identity. By using a block-like structure, the logo symbolizes both the literal and metaphorical foundation of the city.

Primary Logo

Secondary Logo

Mark Construction

Structural Analysis

Dynamic System

A dynamic logo system was developed to adapt across the museum’s core categories of exhibitions, education, events, and community, ensuring both consistency and distinction.