The Official Destination Marketing Organization and the New York City Convention and Visitors Bureau introduce a new name and brand identity system.
President and CEO Fred Dixon unveiled the new name and brand identity for the City’s official destination marketing organization and convention and visitor’s bureau for the five boroughs of New York City: New York City Tourism + Conventions .
The new destination brand identity is aimed at travelers from all over the world includes a new brand strategy and a comprehensive visual identity system that includes a new logo, color standards, typography, art direction and graphic elements.
The debut of the new name and brand identity was launched in conjunction with a social campaign, #WHATSGOODNYC, harnessing the ‘speech power’ of the 8.5 million New Yorkers who live in the city by offering them the opportunity to share their points of view on ‘what is good’ and what to experience in the five districts of the city.
Harnessing travelers’ desire for authentic experiences, the foundation and strength of the new brand comes from its genuine and enthusiastic perspectives shared by a diverse mix of locals, highlighting the role of New York City Tourism + Convention in amplifying these opinions. to help travelers have a richer experience in New York.
The campaign offers ideas, tips, recommended activities and excursions through various channels to engage and encourage visitors and locals alike to explore all that New York City has to offer.
“With more than 56 million visitors to the five boroughs last year, fueling tens of billions of dollars in spending for our local economy, New York City isn’t coming back, it’s back,” said the mayor of the New York City, Eric Adams.
‘New York City Tourism + Conventions’ new brand reflects the energy and spirit of our city and will make sure everyone knows there’s never been a better time to visit the world’s greatest city. I am a mayor of five boroughs, and I look forward to seeing visitors from all over the Big Apple this year.’
“The introduction of our new naming and branding system marks a significant moment for our organization,” said Fred Dixon, president and CEO of New York City Tourism + Conventions.
‘Our new brand captures the essence of New York City in its entirety: an ever-expanding destination that offers diverse and authentic experiences that enrich the traveler and benefit all New Yorkers. This change strategically positions us to continue to lead the City’s nearly $65 billion tourism economy. It makes clear our purpose and mission as the official tourism organization for one of the world’s greatest destinations: our commitment to New York City has never been greater.’
“We are excited about this brand evolution and the organization’s continued stewardship of New York City’s tourism industry,” said Charles Flateman, Chairman of the Board of New York City Tourism + Conventions and Executive Vice President of the Shubert Organization. .
‘The creation of this new branding system was informed and supported by dozens of organizations and hundreds of people in the tourism industry, including members and visitors alike. We look forward to working with all our partners and stakeholders to further the work of connecting local businesses, visitors and residents, and spread the benefits of tourism across the five boroughs.’
New York-based international design consultancy 2×4 served as creative partner in the extensive process to determine the new name and brand strategy, ensuring a name that clearly represents the organization’s mission to the travel industry and Consumers: Support New York City’s travel and tourism economy and provide a more authentic New York City experience for visitors.
The structure, mission and global network of New York City Tourism + Conventions remains the same as that of NYC & Company.
“We are an organization made up of passionate New Yorkers who have deeply informed our new brand and how it is brought to life to attract travelers from around the world,” added Nancy Mammana, director of marketing for New York City Tourism + Conventions.
‘Our new strategic direction, which includes a new website launching in May (nyctourism.com), social channels and media assets, will drive future marketing campaigns, content and partnerships. Through these exciting new changes, our intent is to create even greater engagement and value for travelers, partners, and other stakeholders in a way that also ensures New York City remains a premier destination for business travel and pleasure’.
“In creating the visual identity system, we wanted to reflect the fabric of New York City, and the pace and energy that locals and tourists love best,” said Elan Cole, Executive Vice President, Co-Lead, Creative/ Content for New York City Tourism + Conventions.
‘In collaboration with our creative partners at 2×4, we created a system that reflects New York City itself, a place of unparalleled diversity and culture that attracts and welcomes people from around the world. Our new system embodies this vitality and abundance of experiences in the neighborhoods of the five boroughs.’
The brand’s visual identity system is inspired by the graphic heritage of the city, as well as the works of artists and designers who drew inspiration from the five arrondissements.
The irregular shapes and intersections of the graphic elements and the logo, references to horizontal streets and vertical forms of buildings, play with contrast, expansion and contraction to reflect the energy of New York City.
The secondary color palette examines New York City icons and associations, from Liberty Green, Taxi Yellow, and Ferry Orange to Lox Pink, Brownstone, and Rockaway Sand.
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