J F K
NEW YORK CITY
If you can make it here, you can make it
anywhere.
The city that never sleeps.
The Big Apple.
Cliches be damned.
New York city is unlike any other place.
It is the ultimate culmination of art and
culture. It is the epicenter of finance
and the home of three different major
league sports teams. It has something
to offer everyone, and it has the ability
to chew you up and spit you back out.
In a few words, New York is:
Diverse
Serious
Immense
DEVELOPMENTTall and thin, yet bold and imposing, like a towering
skyscraper. Lettermark development focused on
honing typefaces with thin width, large x-height, and a
bold stroke. It also focused on motion, as New York is
always moving.
LET TERMARK Tall, thin, bold, moving. The eye follows from the tip of the J to the tail of
the K like one might ride the A Train across Manhattan. The right angles
mimic the rigid skyline of New York City. The letters are simple sans-serif,
like the subway signage any New Yorker could identify.
T YPEFACEComplimentary to the clean lines, and even more right
angles to mimic the ever-crossing New York City streets.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklnopqrstuvwxyz1234567890
NEVER SLEEP.
rock well
NEVER SLEEP.
new york,new york
PRIMARY- STEEL BLUE
COLORSThe contrast of diverse street culture and serious busi-
ness that occurs in New York deserves the contrasting
hues of a New York sunset over the Hudson River.
SECONDARY- POLAR FRONT, GOLDEN HOUR
NEW YORK CITY
NEW YORK CITY
TOUCHPOINTS
It’s not morning time in New York without coffee.
A s
trol
l thr
ough
cen
tral
par
k re
min
ds t
he N
ew Y
orke
r of
the
ir ill
ustr
ious
hom
e ci
ty.
ROX Y TOWNSEND
for visual communication 202 at the university of kansas.
in the fall semester of 2015,
with michael e kidwell, professor.