WORKS
BRYANT PARK
Visual Identity, Branding, Typography
Instructor — Paula Scher
2025
Bryant Park is one of the busiest public spaces in the world, historically revitalized through aggressive programming to reclaim it from neglect. However, its current identity—a dated mix of Copperplate and Gotham—fails to reflect its enduring elegance amidst this constant activity.
My goal was to create a timeless and bright identity that creates a solid foundation for the park's ever-changing events. The new logo is structurally derived from the iconic grid of the Great Lawn, symbolizing the park as a gathering place.
For typography, I moved away from generic trends and looked to the park’s architectural roots. Inspired by the Beaux-Arts style, I utilized a "French Flare" typography that captures the curvature and grace of the era. This choice not only elevates the park's brand but also establishes a seamless visual dialogue with the adjacent New York Public Library, unifying the entire block under one cohesive aesthetic.