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.