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.
Wordmark
Use for formal representations of the brand, such as official documents.
Vertical
Use when logo is required in narrow spaces.
Primary logo in use
Secondary Logo
Monogram
For general branding across mediums.
Wordmark
For minimal spaces or informal contexts.
Vertical
Use when monogram is required in narrow spaces.
Monogram in use
Usage
Clear Space
The clear space around the logo should be equivalent to the height of the M, to ensure that the logo is never overcrowded.
Minimum Space
For print, the recommended minimum size for the primary logo is 1.4 in and 0.5 in for the monogram.
Black & White
Typically, the full color logo will be used on white and light backgrounds. The black and white logos may be used may be used sparingly for legibility on colored backgrounds.
Misuse
Don't add a drop shadow
Don't change the colors
Don't stretch the logo
Don't apply over messy backgrounds
Don't tilt the logo
Don't outline the logo
Dynamic System
Categories
A dynamic logo system was developed to adapt across the museum’s core categories, ensuring both consistency and distinction. Each logo combines the MCNY Monogram with its category and a distinct logo mark based on the primary logo.
Purposes
Each category logo should only be used on materials for the purposes below.
Motion
Primary Logo
Dynamic System
Exhibitions
Education
Events
Community