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NYC x Design logotype displayed on billboards in Times Square

Striving to make New York City the design capital of the world

Taking place over twelve days in May and across all five boroughs, NYCxDESIGN is New York City’s official citywide celebration of design. Spanning all disciplines of design, NYCxDESIGN creates a collaborative platform for cultural and commercial opportunities, elevates established and emerging design practices, and increases the awareness of and appreciation for design across a wide audience. Base created a visual identity for the festival that reflects the endless possibilities for design in the city.

Other view of a poster designed for NYC x Design on a bus stop
Logotype designed for NYC x Design
Application of a poster designed for NYC x Design on a bus stop

To unify the activities, we created an iconic “X” representing the crossroads where the City intersects with the design community: a multiplier, reflective of the various design disciplines that would partake in the festival.

Arno Baudin, Design Director
Animation of the logo variants designed for NYC x Design

Speaker Quinn and the NYCxDESIGN Steering Committee understood that the celebration's identity needed to showcase individual designers, firms, schools and institutions, embrace the diversity of their practices across disciplines and throughout the City. Base Design's emphasis on the 'X' nailed the brief beautifully. They created an open system with an inclusive symbol that stands for location, expression, identification, examination, experimentation, intersection, iteration, variation, amplification and excellence.
— Willy Wong, Chief Creative Officer of NYC, 2013.

Application of NYC x Design identity on a panel on a stage
People in Times Square wearing a t-shirt designed with the NYC x Design logo
Animation of the logotype designed for NYC x Design on a grey background

It was amazing to see how everyone, from the City to the design community, took the identity and appropriated it for their own purposes.

Min Lew, Partner
People in Time Square holding bags branded with the visual identity of NYC x Design

The inaugural NYCxDESIGN celebration in 2013 featured 350 events by 183 organizers at 190 venues across all of New York City. Topics ranged from architecture, urban design, and technology, to fashion, design thinking, and more. The festival lives on today.

Geoff Cook, Partner