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


Identity/Branding / Campaign

Annual ID



The challenge and opportunity of branding a destination is that there’s no faking the intersection of 57th Street and 7th Avenue in New York City. The design must deliver the experience authentically, every time. Carnegie Hall’s long history brings with it a culture of storytelling and a museum-worthy visual archive. The new identity celebrates the past and readies for the future by assembling a graphic toolkit now prepared to stand the test of time.

Type and layout support the diversity of programming put forth by the Hall and also deliver a little musicality. A simple grid, flat color, high-contrast text, and hyper-focus on performer imagery are the ingredients. Cropping turns up or tunes down energy, excitement, and expression. A flexible wordmark allows for dramatic contrast in scale. And that magical type brings the emotion. Taken together, they will keep the brand fresh for years to come.

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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