Noted: New Logo and Campaign for All in NYC by Aruliden

“One for all, all for One”

New Logo and Campaign for All in NYC by Aruliden

(Launched 2020) "The Coalition for NYC Hospitality & Tourism Recovery, an initiative of NYC & Company, the official destination marketing organization and convention and visitors bureau for the five boroughs of New York City, today unveiled its roadmap for tourism reimagining and recovery, a Stay Well NYC Pledge and new revitalization campaign, All In NYC (PDF). These initiatives will help New Yorkers reconnect with the city they love, remind people that New York City remains the greatest city in the world and now one of the safest cities from a public health perspective, and help the City's more than 403,000 tourism and hospitality employees return to work."

Design by
Aruliden (New York, NY)

Related links
Aruliden project page

Relevant quote
The aim of this campaign is to unite New Yorkers around the immutable spirit that they share and the infinite experiences this city offers them. We’re excited for what this means for New York City - a place we call home, and where our agency was founded. We wanted to create a campaign that becomes a rallying cry for New Yorkers as the city recovers from Covid-19. A reminder of the passion this city holds and a sentiment that is already felt for so many of us living here. Look out for more on the campaign in the coming weeks.

Images (opinion after)

New Logo and Campaign for All in NYC by Aruliden
Logo.
New Logo and Campaign for All in NYC by Aruliden
Inverse relationship.
New Logo and Campaign for All in NYC by Aruliden
Light version.
New Logo and Campaign for All in NYC by Aruliden
Typography.
Campaign video.

Opinion
There is not a whole lot to see here but I think this has the potential of becoming the next significant visual marker for the city of New York, especially when it has the weight of NYC & Company behind it because they have the ability to activate this throughout the five boroughs in one fell swoop and I really hope they do. It’s the kind of bold, pithy message/phrase that only New York can pull off and, I don’t know about you, but I am genuinely rooting for the city and its citizens. I LOVE that I do not live there anymore but there is no doubt it’s a special place and anything with the potential of rallying them back is welcome. Philosophizing aside, the flexible logo — in that the “ALL IN” can be small or large and the city can be spelled out or used in its acronym — and typography are bold and confident. My only worry, given the recent protests and higher awareness as they relate to Black history, is that the typography, down to the underlines, is too close to that used in the “I AM A MAN” placard and other signs from the Memphis Sanitation Strike of 1968 and my worry is in the form of misappropriation of that visual language for something that is not a protest. Perhaps this is just my own reaction to the heightened sensitivity of recent months and I am in no way raising this as an accusation because I do think the attitude and feeling expressed are appropriate for New York and I'm All in, even from the semi-rural comfort of Bloomington, IN.



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