There’s only one New York City. But within that one city are five boroughs, approximately 191 neighborhoods, nearly a million buildings and over 8.2 million people.
Each individual has their own New York. Within the mind of every single New Yorker resides a different version of New York City. It’s a city loved in 138 different languages and viewed through an almost infinite mix of cultures, ideologies, and ways of life. Everyone living side by side. This kaleidoscopic quality is one of the greatest things about this city. It’s the very thing we love. But it also makes it difficult to represent. There is no one symbol, no one logo or brand that means New York City to everyone.
Wolff Olins made sturdy letterforms that are thick, rugged – a little on the tough side – just like a New Yorker. The mark is durable and will represent New York for a long time. And the mark functions as a window into infinite complexity. Imagine what you’d see peering in a typical masonry facade – perhaps a fashion designer, a recording engineer or someone crusading for social justice.
Like a window this symbol can reveal images of every culture, profession and activity of this city. The NYC brand is a transparent pane of glass that offers a view of real New Yorkers and real NYC neighborhoods. It’s a venue for the very ideas that make NYC strong – 8 million brands.
The NYC brand has become a singular and strong voice for the city. It's now used across a range of city-wide initiatives, like greenNYC, BeFitNYC and milliontreesNYC. The brand has driven tourism marketing, and comes alive in the city's new visitor center, NYCGO. In 2007, the year following the launch, there was a 13% increase in visitor numbers resulting in 370,000 more jobs for the city. 2008 became a record year with 47 million people visiting the city, generating $33 billion in visitor spending.