The New York School

About This Project

The purpose and idea of this piece was to create a logo and key art for an exhibit at the Cooper Hewitt based around an era in graphic design history. This design is inspired by the New York School and the designers who defined that era. An important aspect of this era was that the geometric shapes that were prominent of the designs are not perfect, there is a more organic quality to them. Once the logo and key art were solidified, they were used to create the print and digital deliverables that are necessary to market and brand an exhibit at the Cooper Hewitt.

I decided to base the color scheme around the designs that were created in this era, looking at Paul Rand and Saul Bass and their usage of reds and golds. With the logo, the most iconic image that arose from this era of graphic design was the arm that Saul Bass created while working on The Man With The Golden Arm. The shape of the arm determined the placement of the exhibit title, in that they look to be randomly placed, yet they are not.