“Since July 2009, the Hudson Square BID has overseen the transformation of Manhattan’s former Printing District into a thriving creative hub. Today, Hudson Square is buzzing with the energy of more than 40,000 workers in some 1,000 businesses, complemented by thousands of students, visitors and a growing residential population. In Hudson Square, imagination and technology come together to redefine what it means to be creative. The area we manage is generally bounded by West Houston Street on the north, Canal Street on the south, 6th Avenue on the east, and Greenwich Street on the west. Incorporated as a 501(c)3, not-for-profit organization, our formal name is the Hudson Square District Management Association, but we do business as the Hudson Square BID. The geographic area we manage is a Business Improvement District (BID), one of 75 such areas around the city.”
Applied (New York, NY)
Until recently, Hudson Square was the neighborhood in Manhattan that everyone visited, but no one knew the name of. It’s situated between three of the city’s hottest neighborhoods, Soho, Tribeca, and the West Village, yet no one seemed to know they were in Hudson Square when they were there.
Applied was brought on to tackle this problem. We saw the potential in this special piece of New York and wanted to make sure it claimed its rightful place on the map. We understood how the history of the neighborhood’s printing industry inspired its innovative and creative tenants today, and we wanted to create an identity system that reflected this unique relationship. The neighborhood stands apart from those that surround it because things are still made here. Objects and ideas are born and cultivated here. There is no more mistaking Hudson Square for anything other than what it is: a place for those on the creating edge. Standing tall amongst its neighbors, Hudson Square has claimed its rightful place.
Images (opinion after)
The old logo looked like it could have belonged to Times Square, given its extra graphic pizazz and general gradient cheesiness. That must have been one difficult logo to work with both in reproduction and trying to align it or harmonize it with anything else on a layout. The new logo is a neat square that takes perfect advantage of the even number of letters — six — in each word and arranges them with the right care and spacing to form a compact, efficient mark. It even pays homage to the old logo by using the same font — looks like some slightly modified version of Hoefler & Co.’s Cyclone — minus the inline. The colors are a little too much, in that drastic Dropbox combination approach. The applications are good but I’m not sure what the Tetris-like patterns are about… I mean, yeah, they look blocky like New York streets but I kind of want to read more into them… which might be more my problem than anything else. Overall, this definitely has a New York attitude and stands a good chance in the ongoing battle of the neighborhoods to see which one is the coolest.