Challenge
Design a cohesive brand system for a fictional New York Olympic bid that captures the city’s cultural complexity while aligning with the unifying spirit of the Olympic Games. The identity needed to reflect global inclusivity and local character — without relying on visual clichés.
Design a cohesive brand system for a fictional New York Olympic bid that captures the city’s cultural complexity while aligning with the unifying spirit of the Olympic Games. The identity needed to reflect global inclusivity and local character — without relying on visual clichés.
Approach
Developed a dynamic identity system inspired by the energy and intersection of New York City, drawing visual cues from the colorful mapping systems of NYC subway lines.
Developed a dynamic identity system inspired by the energy and intersection of New York City, drawing visual cues from the colorful mapping systems of NYC subway lines.
The layered color relationships and intersecting forms reference movement, connectivity, and convergence — echoing both transit infrastructure and the coming together of athletes from around the world. The system prioritizes flexibility, allowing the identity to scale across signage, digital applications, merchandise, and environmental graphics while maintaining cohesion.
Rather than focusing on landmarks, the design centers on motion and connection as defining principles.
Impact
Established a scalable brand system that positions New York as a global meeting point — translating the logic of city infrastructure into a visual language that supports unity and celebration.
Established a scalable brand system that positions New York as a global meeting point — translating the logic of city infrastructure into a visual language that supports unity and celebration.
