New York – Once infamous as the city’s seedy underbelly, the Meatpacking District has new-found upmarket appeal and a visual identity to match.
Base wanted to create an identity that acknowledged the Meatpacking District’s past while moving into a new chapter of its history. It articulates this dialogue between past and present using a two-tone design, one half in black and white, the other in colour, with the logo split neatly by two typefaces, Platform and Romana.
‘The Meatpacking District is full of stark contrasts – heritage and future, chic and gritty, night and day, culture and commerce, high heels and cobblestones,’ says Base partner Geoff Cook. ‘We aimed to capture the spirit and essence of those distinctive juxtapositions through the visual identity.’
Retail districts with a strong sense of place, culture and history are emerging in a luxury bricks-and-mortar fightback against the convenience of online shopping. Find out more in our New Urban Guilds microtrend.