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NYC launch rebrand

18th June 2016 - 11:00am

NYC & Company has announced the organization’s visual rebrand, including the launch of the newly rebuilt and reimagined—the trusted, authentic and centralized five-borough tourism resource.   New elements of NYC & Company’s brand overhaul include two custom typefaces, more than 250 custom icons and a custom colour palette, all inspired by New York City’s vibrancy, energy, diversity and legacy.   “New York City now has an enhanced, innovative tourism website and vibrant, updated branding to match our world-class, five-borough destination,” said Fred Dixon (President & CEO NYC & Company). “We’re excited to further engage with travellers and enhance our storytelling, inspiring visitation and improving the trip-planning experience during all phases of the travel cycle with the re-envisioned NYCgo.”

The website, developed completely in-house, was first launched in 2009, and today’s relaunch is the first in a series of enhancements. New capabilities and features include

•         Mobile-first and responsive design to optimize user experiences across devices

•         Increased video presence with more than 200 videos, high-impact visuals, real-time responsiveness to trending topics

•         Integrated and contextual mapping and a flexible platform to serve multiple audiences

•         The ability to surface member, partner and user-generated content


To aid visitors with their trip planning, integrated e-commerce partners on include,, and Broadway Inbound.   Designed by NYC & Company’s in-house creative team under the direction of Creative Director Emily Lessard, NYC Sans and NYC Block were created as part of the organization’s visual brand and can be seen on NYC & Company’s website, marketing and promotional materials. Inspired by Massimo Vignelli’s 1972 MTA branding, NYC Sans has a hint of classic NYC subway type and consists of 105 character variations, reflecting the diversity of the City itself.   The characters have the ability to match specific voices and audiences, and in NYC Sans, New York City can be typeset more than 4,000 ways.   Drawn directly from the official New York City logotype, NYC Block includes a full character set to match the original N, Y and C.   The new NYC Sans typeface is currently being featured in a global spring ad campaign called See It for Yourself in key international markets such as Australia, Austria, Brazil, France, Germany, Italy, Norway, Spain and the United Kingdom.

Additional components of NYC & Company’s visual rebrand include a set of icons and a reimagined colour palette.   Created in an effort to communicate to the largest audience possible, regardless of language, NYC & Company, in partnership with city agencies, developed a set of more than 250 icons.   Based on the geometry of the NYC logo, the icons add visual aids for websites, maps, official visitor publications and more.   In order to infuse contrast, vibrancy and movement, NYC & Company’s main brand colour, black, will always be paired with rich colours inspired by the City itself - the yellow taxi cabs, the green of the Statue of Liberty’s copper, the blue of the iconic Greek coffee cups and more.

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