Identity + Graphic Design ········· Nastassia Fokina
1251 AoA Rebranding
The existing branding was heavily influenced by art deco font trends. The objective of rebranding was to make the visuals softer, more inviting and clean. It had to be simple, classic, with a bit of serene and rational feel.
1251 Avenue of Americas is an iconic skyscraper in the heart of Manhattan in NYC that was a part of Rockefeller expansion dubbed “XYZ” buildings. The interiors are being updated with a goal to include more of a hospitality, zen feel, and to remove art deco influences & proportions.
1251 Avenue of Americas is an iconic skyscraper in the heart of Manhattan in NYC that was a part of Rockefeller expansion dubbed “XYZ” buildings. The interiors are being updated with a goal to include more of a hospitality, zen feel, and to remove art deco influences & proportions.
The logo has a very simple, yet calculated approach: all sides of it are open to showcase that the building has access from all 4 directions.
The quantity of the elements in the icon of the logo read 1-2-5-1 which is the address of the project.
The facade of the building itself is a simple cuboid devoid of any ornamentation which is referenced in the logotype.
The collateral piece was designed loosely based on the floorplan of the lobby bringing in the serene, harmonious notes inspired by asian calligraphy.
The origami-like collateral pieces and elegant elements with a lot of negative space outline the rebranding of the project.
