ABOUT
For this project I chose to redesign Lincoln Center’s logo. I wanted to add meaning to a logo that brings so many people together through performing arts and culture. I chose to keep the colors the same, but update the logo’s typeface and mark. I aimed to highlight the history, architecture, and personality through the logo’s mark, designing something simple that still has a story.
TYPE
FACES
Aa: Primary
In order to target a younger generation, I chose Avenir for the new typeface. I found it to be inviting, easy to read, and versatile. In order to create a bold, confident, and engaging image I decided to use Avenir Black for the primary typeface which includes the logo and headers.
Aa: Secondary
Avenir Roman will be used for body copy on print and web applications. I wanted to keep the typeface cohesive by using different weights. Roman allows for a clean and simple look for the immense amount of copy for all the different events and programs.
COLORS
I chose to keep the colors the same in order to maintain the friendly image and brand recognition. The blue acts as the primary color for the logo and promotional projects. The white and black act as secondary colors for type and imagery.
LOGO
I spent a lot of time developing the logo mark. I went down many different roads in terms of inspiration and style. I knew I wanted to highlight the history and architecture while also keeping Lincoln Center’s personality alive. I aimed to keep the logo simple and decided to go with the 5 window inspiration design by playing with relativity and spacing.
Primary
Horizontal
Vertical
MOCKUPS
I applied the logo to various marketing materials and environments.
