A brand rollout and sense of place in a park known for representing all walks of life in New York.

0592 Summerinthesq 2015 (JPG)

Usq Team Web (JPG)

0512 Summerinthesq 2015 Crop (JPG)

Union Square Partnership Web 29 (JPG)

Union Square Partnership Web 2 (JPG)

Union Square Partnership is a community-based non-profit organization working to ensure the best possible neighborhood for everyone who lives, works, or visits the district. In Winter 2015, C&G Partners designed and began rolling out a new brand identity system for the Partnership.

Union Square, known for representing all walks of life in New York, lies at the intersection of uptown and downtown Manhattan. The new C&G Partners brand and rollout collateral represents the improvements Union Square Partnership is responsible for in the area, while also creating a sense of place. The visual identity system highlights a vibrant urban community—encompassing nine acres where people live, eat, learn, work, shop and play.

Along with the new identity, C&G designed streetscape elements including, banners, park posters, print collateral and graphics for events such as Sweat Fest and the 2015 Annual Meeting. The completed brand system uses staggered text as a customizable tool, allowing the Partnership to easily create sub-brands and event materials with a similar look and feel. The typography and logotype of the new brand are set in Geogrotesque. A flexible color palette comprised of a range of distinct and approachable colors can be used for various events and printed communications throughout the year. The end result is a strong new brand identity, both for the organization and for the district itself.

Images provided by Union Square Partnership. Image credits: Steven Jackson and Liz Ligon