Carnegie Hall’s most recognizable asset is its name. A wordmark was the only logo solution that made sense. Our starting point was the stained glass lettering on the large poster cases around the building’s perimeter, which were added to the facade in 1919. Champions worked with Frere-Jones Type to create a wordmark that incorporates the distinctive features of the poster case lettering and is also optimized for present-day needs. In 1890, the finest steel from Andrew Carnegie’s own mills was used in the Hall’s construction. Almost 125 years later, renovations uncovered a steel beam that was embossed with the Carnegie name. Champions worked with Jesse Ragan to lift the calligraphy from that stamp in the steel. The new monogram brings forward Andrew Carnegie’s visionary spirit, the enduring magic of the Hall, and the power of music to connect us to one another.