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The visual identity is dull, outdated, and doesn’t reflect the engaging storytelling offered by the museum’s exhibits, events, and collections.
The Solution
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.
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
Design Principles
Modern
Clean, minimal, and functional. Simple, geometric shapes and thin clean lines.
Bold
Expressive; using bold typefaces that are thicker and heavier to create visual weight and emphasis.
Dynamic
Unpredictable, fluctuating, always changing and evolving like the city itself.
Visual Identity
Primary Logo & 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.