Fulton Center

Brand Identity

Identity for a new transportation hub at the busiest subway interchange in Lower Manhattan.

The color of the identity changes according to season.

The color of the identity changes according to season.

‘Sky Reflector-Net’ by James Carpenter provided inspiration for the identity.

‘Sky Reflector-Net’ by James Carpenter provided inspiration for the identity.

The 11 lines of the logo represent the 11 train lines that cross at Fulton Center.

The circular form echoes the logos for the subway lines and the MTA.

The circular form echoes the logos for the subway lines and the MTA.

The different colors of the converging train lines and the changing light of Sky Reflector-Net inspired a dynamic approach to the color of the identity, which varies according to season, ranging across hues of orange and red for fall, to green and yellow for spring, to sky blue for summer, to magenta and purple for winter.

Learn more about the project

An extruded version of the logo is used for dimensional signage.

Identity guidelines.

Identity guidelines.

Color values for fall, left, and spring, right.

Color values for fall, left, and spring, right.

Color values for summer, left, and winter, right.

Color values for summer, left, and winter, right.

500W21

Brand Identity, Campaigns

Branding and promotional materials for the residential development located where the High Line meets West 21st Street in the West Chelsea neighborhood of Manhattan.

Fulton Center