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The visual identity is dull, outdated, and doesn’t reflect the color and depth found in the museum’s exhibits, events, and collections.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
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.
Visual Identity
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.
Primary Logo
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.
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.
Colors
The new brand colors are inspired by NYC’s architecture, historic sites, and daily city life.
City Night
HEX #020D3A
RGB 2 13 58
Liberty Blue
HEX #0C7489
RGB 14 116 138
Urban Heat
HEX #E53D00
RGB 229 61 0
Base Typeface
Config Variable
Custom Typeface
MCNY Sans
Typography
MCNY Sans is a custom typeface designed with Config Variable as the base.
Base
Custom
Base
Custom
Base
Custom
Outcome
The redesigned logo and dynamic system are more cohesive, blending the liveliness of the city with the visual identity of the museum.
