Forget the Groves of Academe

By Tk Published on .

New York's New School University has officially become The New School, the change supported by a new, far-ranging identity system from Siegel & Gale. Based around what chairman Alan Siegel calls "hipster typography and blurry lettering designed to capture the irreverent, urban flavor of the university, the New School is not traditional and neither is its graphic identity," he says. "There is no one school color, as with most universities; the palette is a bold statement of bright reds, oranges and yellows. The logo is not fixed but rather it has multiple states to exemplify a school that is active, vibrant, and alive. The idea behind the new graffiti-styled logo is a simple one-activist voices engaged in dialogue, expressed in a vernacular that is integral to New York City and urban environments all over the world." The whopping Siegel & Gale package includes advertising, collateral, signage and even what it calls a new "brand architecture system clarifying the relationship between the university and its divisions."

www.identity.newschool.edu

www.siegelgale.com

Client: The New School Design: Siegel & Gale, N.Y. CD: Howard Belk CW: Peter Swerdloff Designer: Lloyd Blander Design Directors: Young Kim, Anne Swan

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