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New Logo and Identity for New York City Gay Men’s Chorus by Hieronymus

If you can Sing it Here you can Sing it Anywhere

New Logo and Identity for New York City Gay Men's Chorus by Hieronymus
 

before

after

Noted March 18, 201603.18.16 by Armin

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about

(Est. 1980) “New York City Gay Men’s Chorus is a world-class, world-renowned New York institution and a pioneering voice for the LGBTQ community. NYCGMC is comprised of more than 260 talented singers of various ages, backgrounds, and experiences. […] Founded in 1980, NYCGMC has formed a strong bond with devoted followers and continues to make lasting connections with new and diverse audiences. We sing in every style from classical to pop, Broadway to gospel, and from cultures all over the world. […] We sing to challenge perceptions of the LGBTQ community, to combat fear and hatred, encourage compassion and human connection, and to thrill with the superb quality of our sound. […] We perform in a variety of settings, including special, private, and corporate events, concerts, television appearances, festivals, Broadway/theatre productions, conferences, weddings, parties, fundraisers, and community events. We’ve also had the honor of performing with an amazing array of high-profile performers and artists including: Marilyn Horne, Roberta Peters, Barbara Cook, Elaine Stritch, Joan Rivers, Stephen Sondheim, Kelli O’Hara, Carolee Carmello, Victoria Clark, Martha Wash, Sia, Bruce Vilanch, Alan Cumming, and the New York Philharmonic—to name just a few.”

design by

Hieronymus (Brooklyn, NY)

related links

Hieronymus project page
New York City Gay Men's Chorus press release (PDF)New York City Gay Men's Chorus brand page

“New York is a world capital for for the performing arts and the LGBTQ community. It is diverse, vibrant, gritty, and surprising—and we are proud to be uniquely cut from the same cloth,” said Damian Kington, head of NYCGMC’s brand refresh. “Our new logo evokes the angular, architectural landscape of New York City—its streets, subway, and iconic buildings—as well as the pop and graffiti art that has so defined this amazing city around the world,” Kington further commented.

New York City Gay Men's Chorus press release (PDF)

opinion/notes

The old logo was remarkably boring. Also just plain bad in both execution and failing to capture any sense of the organization it represents. The new logo fixes that with aplomb through a bold wordmark that captures the frenetic energy of New York through the various angles inside the letters and then, in application, makes them more vibrant through the use of textures that replace the fields of color. It's hard to not draw comparisons to Gretel's Centric identity but there is room in this world for both. Right? Yeah, maybe it's a little close. Not saying it was copied but, unfortunately, it doesn't come across as surprising, at least for Brand New readers. For the general audience, though, this still packs a punch and I easily assume that all the applications are better than whatever they were doing before. My favorite image in all the project is the chorus wearing the t-shirt: that thing vibrates wonderfully! Overall, it's a major improvement that should give this group of men even more reason to be proud.

New Logo and Identity for New York City Gay Men's Chorus by Hieronymus
Concepts behind the logo.
New Logo and Identity for New York City Gay Men's Chorus by Hieronymus
Logo detail.
New Logo and Identity for New York City Gay Men's Chorus by Hieronymus
Logo animation.
Logo animation with a cappella mnemonic.
New Logo and Identity for New York City Gay Men's Chorus by Hieronymus
New Logo and Identity for New York City Gay Men's Chorus by Hieronymus
Photo treatment, from drab to fab.
New Logo and Identity for New York City Gay Men's Chorus by Hieronymus
Business cards.
New Logo and Identity for New York City Gay Men's Chorus by Hieronymus
Buttons.
New Logo and Identity for New York City Gay Men's Chorus by Hieronymus
T-shirt.

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