Meatpacking makeover

24 : 11 : 2015 Meatpacking District : New York : Manhattan

New York – Once infamous as the city’s seedy underbelly, the Meatpacking District has new-found upmarket appeal and a visual identity to match.

  • The Manhattan district commissioned creative agency Base to design a new visual identity for the area
  • The new design is on the Meatpacking District’s website, store fronts and banners and will feature at events
Meatpacking District branding designed by Base, New York Meatpacking District branding designed by Base, New York
Meatpacking District branding designed by Base, New York Meatpacking District branding designed by Base, New York
Meatpacking District branding designed by Base, New York Meatpacking District branding designed by Base, New York
Meatpacking District branding designed by Base, New York Meatpacking District branding designed by Base, New York

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.’

The Big Picture

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.

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