TDC Awards

The TDC competition, established in 1953, is the longest running, most prestigious, global typography and type design competition. Now in its 70th year, these awards are all about how letterforms are used and drawn, recognizing typographic excellence and celebrating new typeface designs in all global languages.

2022 TDC Awards - Communication Design

Carnegie Hall Brand Identity

Agency Champions Design / New York + Carnegie Hall Marketing and Creative Services + Frere-Jones Type + XYZ Type

Client Carnegie Hall


Logotypes / Campaign

Annual ID



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.

2022 Awards

Total Points: 20

TDC Winner



Champions Design / New York

Internal / In-House Agency

Carnegie Hall Marketing and Creative Services

Type Foundry

Frere-Jones Type
XYZ Type
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