New York City Tourism's new brand identity builds on the graphic heritage of the city (2024)

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New York City Tourism + Conventions reinvents the fabric and spirit of New York's five boroughs with a new logo and brand identity, drawing from the city's graphic heritage.

by Sunena V MajuPublished on : Apr 06, 2023

Regardless of one's introduction to New York, the city and its charm have been a part of most people's American dream. Be it the gravity-defying skyscrapers, Central Park, the Statue of Liberty or the simple fact that the city never seems to sleep, New York presents the feeling of a midsummer night’s dream, one that must be experienced with consciousness. While around the world modern ideologies mark who is 'accepted' in the city, New York has stayed true to its reputation of being a 'melting pot of cultures,' absorbing facets of each culture while keeping American values at its front facade. The city's alleys reflect this, with built-up little worlds of most countries in the streets, that are constantly evolving and adapting to the city. The love for New York, the world over, seems to run deep, with anyone who visits coming back with a souvenir marked 'I love NY.' The logo designed by graphic designer Milton Glaser in 1976, has since been the identity of New York, both for tourists and New Yorkers, alike. But as the years have passed, while the logo stayed the same, New York City tourism's brand identity kept changing.

In March 2023, New York City’s Official Destination Marketing Organisation and Convention and Visitors Bureau introduced a new name for NYC & Company. The new name, New York City Tourism + Conventions also comes with a new brand system, including a new brand strategy and comprehensive visual identity system comprising a new logo, colour standards, typography, art direction, and graphic elements. NYC-based global design consultancy 2x4 acted as the creative partner through the process of determining the new name and brand strategy.

The brand's visual identity system draws inspiration from the graphic heritage of the city and also references works by different artists and designers, that hold the essence of the five boroughs—Manhattan, Brooklyn, Queens, The Bronx, and Staten Island. While trying to translate the city’s energy into the visuals, the brand used irregular shapes and intersections traced from the horizontal streets and vertical buildings of NYC. While the primary colour palette of black and white follows the graphic design of the 2006 NYC brand identity by Wolffolins, the secondary colour palette surveys New York City icons and associations, from Liberty Green, Taxi Yellow, and Ferry Orange to Lox Pink, Brownstone, and Rockaway Sand.

"When creating the visual identity system, we wanted to reflect the fabric of New York City, and the rhythm and energy that locals and tourists alike love most about it. In collaboration with our creative partners at 2x4, we created a system that reflects New York City itself, a place of unmatched diversity and culture that draws in and welcomes people from all over the world. Our new system represents this vibrancy and the abundance of experiences in neighbourhoods throughout the five boroughs," shared Elan Cole, executive vice president, co-lead, creative/content for New York City Tourism + Conventions.

The debut of the new name and brand system was launched in conjunction with a social campaign, #WHATSGOODNYC, harnessing the 'opinion power' of the city’s 8.5 million population, offering them a chance to share viewpoints on 'what’s good' and what to experience across the city’s five boroughs.

"With over 56 million visitors to the five boroughs last year, fuelling tens of billions of dollars in spending for our local economy, New York City is not coming back, it is back. New York City Tourism + Conventions' new branding reflects our city’s energy and spirit and will make sure everyone knows that there’s never been a better time to visit the greatest city in the world. I am a five-borough mayor, and I look forward to seeing visitors all over the 'Big Apple' this year," said Eric Adams, the New York City mayor.

Adding to Adams' remarks on the city’s enthusiasm for welcoming tourists, Fred Dixon, president and CEO of New York City Tourism + Conventions shared, “The introduction of our new name and brand system marks a significant moment for our organisation. Our new brand captures the essence of New York City in its entirety: an ever-expansive destination that offers diverse and authentic experiences that enrich the traveller and benefit all New Yorkers. This shift strategically positions us to continue leading the City's nearly $65 billion tourism economy. It makes clear our purpose and mission as the official tourism organisation for one of the world’s greatest destinations—our commitment to New York City has never been greater.”

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About Author

Sunena V Maju

Junior Features Writer

As a writer, Sunena believes everything has a story and strives to pen down the stories that architecture holds and hides. An avid lover of history and architectural theories, she questions the design process while probing into the relevance it holds for the world of tomorrow. When she’s not writing, you may find her curious mind wandering around the writings of Dan Brown or Paulo Coelho.

As a writer, Sunena believes everything has a story and strives to pen down the stories that architecture holds and hides. An avid lover of history and architectural theories, she questions the design process while probing into the relevance it holds for the world of tomorrow. When she’s not writing, you may find her curious mind wandering around the writings of Dan Brown or Paulo Coelho.

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New York City Tourism's new brand identity builds on the graphic heritage of the city (2024)

FAQs

What is the tourism trend in New York City? ›

In 2022, New York City welcomed 56.7 million visitors, up from 32.9 million in 2021. Visitation is forecast to grow to 63.3 million in 2023 and surpass 2019 levels by 2024. Domestic travel has recovered rapidly reaching 89% of 2019 benchmark in 2022.

How does tourism affect New York? ›

Summary Economic impacts (2022)

Visitors contributed a direct impact of $79 billion in 2022. This direct impact generated $44 billion in indirect and induced impacts, resulting in a total economic impact of $123 billion in the New York economy, 44% more than a year earlier.

What is the new name for NYC and company? ›

NYC & Company is now New York City Tourism + Conventions.

Where do New York tourists come from? ›

International and Domestic Travel

In 2023, New York City's five largest international markets will be the United Kingdom (974,000), Canada (864,000), France (728,000), Brazil (589,000) and Germany (554,000).

Why NYC is the cultural and tourism capital of the world? ›

New York's status as a cultural capital of the world is based, in part, on the wealth of museums and art galleries that afford every visitor the opportunity to revel in a wide array of works from all over the world. There are more than 170 museums and over 1,000 art galleries.

Why is New York a tourist attraction? ›

Major destinations include the Empire State Building, Ellis Island, the Statue of Liberty on Liberty Island, Broadway theatre productions, Central Park, Times Square, Coney Island, the Financial District, museums, and sports stadiums.

How does tourism affect cities? ›

Local governments can leverage tourism to drive an increase in city revenue by strategically promoting their unique attractions, cultural offerings, and events to attract visitors, thereby stimulating economic activities, supporting local businesses, and increasing revenue through tourism-related expenditures.

Why is New York such a popular tourist destination? ›

The city's diversity and linguistic variety create opportunities to learn about different cultures and interact with friendly locals. New York City is known for its iconic Broadway shows, stunning views from the High Line, world-class museums like MoMA, and its reputation as a fashion capital.

What is the value of tourism in York? ›

Make It York are pleased to announce that data from the recent STEAM report, which measures the annual volume and value of tourism activity in the UK, has recorded that the tourism industry has had a total economic impact* of £1.7 billion within York in 2022, with visitors spending £1.2 billion in the city.

Why did NYC rebrand? ›

The City of New York has released an updated version of its unofficial emblem – Milton Glaser's iconic "I ♥ NY" logo – as part of a citywide campaign to "inspire optimism and civic action" post-pandemic.

Why is New York known for business? ›

With its strong economy and infrastructure, global workforce, and cross-industry innovation, it's no wonder that NYC is considered the business center of the world.

What is the full name of the NYC brand? ›

New York & Company, Inc.

(NY&C) is an e-commerce workwear retailer for women. New York & Company apparel and accessories are sold exclusively through their digital store. New York & Company was founded in 1918 as Lerner Shops by Samuel A. Lerner and Harold M.

What are the positive effects of tourism in New York City? ›

The influx of tourists has significantly impacted New York City, contributing to its cultural diversity and economic growth. The city experienced a boost in its hospitality and entertainment industries, leading to the development of new attractions, restaurants, and hotels.

What is New York culturally known for? ›

The city is the birthplace of many cultural movements, including the Harlem Renaissance in literature and visual art; abstract expressionism (also known as the New York School) in painting; and hip hop, punk, salsa, freestyle, Tin Pan Alley, certain forms of jazz, and (along with Philadelphia) disco in music.

Does New York rely on tourism? ›

The city's tourism industry is a key part of New York's economy, generating $74 billion in economic impact with more than $48 billion coming from direct spending that's not adjusted for inflation, according to the study, adding that the city's over 380,000 leisure and hospitality jobs represent some 9% of its workforce ...

What is the current trend in tourism? ›

Wellness travel is one of the fastest-growing tourism trends. A considerable number of hotels and resorts are taking the initiative and offering customers daily cognitive health scans, nutritious food options, and relaxing amenities.

Has tourism dropped in New York City? ›

Tourism. Hotel demand in New York City nosedived, with both business and leisure travel all but shut down. Some tourists came back in 2021, but at roughly half of past levels.

Why is York a popular tourist destination? ›

York - a vibrant festival city with Roman roots and a Viking past, offering an adventure for everyone. A city where ancient walls surround incredible local businesses, attractions, shops, accommodation and eateries, with exciting events every day and inspiring festivals every month of the year.

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