The New York design firm Pentagram just redesigned the New York City Ballet’s identity. This poster’s part of the ballet’s promotional campaign.
It’s a good example of how a logo is just one element of your overall brand messaging, and needs to be considered in context of the whole.
Strong photography is what really brings life to this poster. Black and white, solid areas of both. Different races. A range of grays from the darkest dark to the lightest light…All of these evoke a feeling. Drama. It’s this singular emotional response–the heart of good branding–that compels us to look, linger, and look some more.
Review of architect Christopher Alexander’s book on design and context
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