SubCulture by The New York Times - Branding Concept

Old meets new in this branding concept for Subculture by the New York Times. Youthful Gotham meets Engravers Old English creating an interesting dichotomy representing old school news reporting in the age of social media.

SubCulture was a concept for The New York Times inspired by youth culture and acts of freedom and resistance in the face of politics and acts of violence. SubCulture is what happens in response to the news.

As a secondary / sub-brand of The New York Times, SubCulture needed to be distinct yet part and parcel of this legendary news empire.

Hope you will like it!

Have a lovely weekend x