There’s only one New York City, but within it are five boroughs, approximately 191 neighborhoods, nearly a million buildings and over 8.2 million people. How could a brand successfully represent this diversity?

Each individual has their own New York. It’s a city loved in 138 different languages and viewed through an almost infinite mix of cultures, ideologies, and ways of life. This kaleidoscopic quality is the thing residents love, but it’s difficult to represent.

We made sturdy letterforms that are thick, rugged – a little on the tough side – just like a New Yorker. The mark is durable and functions as a window. It reveals images of a range of cultures, professions, brands and activities.

The NYC brand has become a singular and strong voice for the city. It’s now used across a range of city-wide initiatives, like greenNYC, BeFitNYC and milliontreesNYC. The brand has driven tourism marketing, and comes alive in the city’s visitor centre, NYCGO.

In 2007, the year following the launch, there was a 13% increase in visitor numbers resulting in 370,000 more jobs for the city. 2008 became a record year with 47 million people visiting the city, generating $33 billion in visitor spending.

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