Branding + Identity

Task

My thoughts and direction were to update the look and image of the brand while maintaining the neatness and cleanliness of its New York style. In doing so, I used a combination of both Serif and Sans Serif fonts, blending old and new, and I stuck with the basic color palette of black and white while using different shades of grey as accent colors. My idea was to use these sharp-contrasting colors in moderation combined with a minimalistic and controlled approach to really let the brand stand on its own legs… without hiding behind the flash and flare of a graphic-heavy design. In my opinion, minimalism is more sophisticated, which is what I envision this brand to be.