NYC / IMMIGRANT CITY

The previous brand, created by Wolff-Olins in 2007 was designed to be represent many city departments. It was an incredibly successful and cohesive brand identity for a city with millions of identities. However, times change, political and social climates have become more hostile. Especially toward immigrants, Trump has made ‘immigrant’ a dirty word. New York is a city founded by immigrants, built up by immigrants, epitomising the American Dream for millions. A city with the highest population of immigrants in The United States. Representing an infinite mix of cultures, ideologies and ethnicities. We are taking the word ‘immigrant’ back to represent our strength, diversity, and show that it’s not one colour and race that represents our great city. We are New York, we are The Immigrant City.