Designing a Flexible Brand
Citizens Committee for New York City (CCNYC) came to us for a new brand and web site to revitalize their organization which has served New York City's communities since the 1970's. Their previous logo was generic and left people wondering about CCNYC's overall mission. Our design solution presents a streamlined logo that sets the tone for CCNYC's mission of public service by referencing the typography of 1930's Works Progress Administration posters.
During the initial design review we learned that CCNYC was struggling to find a clear tagline that sums up their numerous community services. To solve this, we designed a brand system that pairs the new logo with a flexible set of taglines that can be used to highlight different programs in New York City neighborhoods. A global tagline "NYC is Our Neighborhood" is a starting point and represents CCNYC's general mission. In-house marketing staff can replace the logo's general mission statement with new taglines such as "Supports Community Gardens" or "Invests in Your Neighborhood" to highlight specific community initiatives.
Along with multiple taglines, the new CCNYC logo can take on various color combinations and divide into elements that can be stacked or reshuffled to fit t-shirts, billboards and advertising. The flexibility of the brand system and its simple, grid-oriented structure allows the new identity to fit into a variety of contexts and speak to numerous communities.
