The Hearst Corporation has created a new landmark in Manhattan by taking their 1928 Art building and adding a 44-story steel and glass tower designed by Foster + Partners. The inside of the historic building is now a single, seventy-foot high sky-lit atrium space.

The challenge was to design a sign program that would integrate into both the original building and the minimalist modern tower rising above it. Our solution is a system of freestanding “totems” made out of glass and stainless steel that serve many necessary functions. In addition to identification and directional information, the totems house the lobby’s security cameras and the call buttons for a sophisticated elevator system.

The rest of sign program keys off the totem design with typefaces chosen to relate to the corporate identity of the Hearst organization. The tower graphics make use of a wealth of graphic identity inherent in the magazines that are part of the Hearst family.

The sign program was done in collaboration with Foster + Partners and Tishman Speyer; conceived at Chermayeff & Geismar Inc. and implemented by C&G Partners.