Brand New Conference is a two-day event on the development of corporate and brand identity projects by some of today’s most active and influential practitioners from around the world.
This year’s identity is based on a cliché but we liked where that cliché took us so we went with it: New York is a “Concrete Jungle”, ergo we are going to use concrete. This wasn’t conceived as a metaphor but as the literal, core ingredient through which we would standardize all the materials.
One style that we thought we could expand on is the high-contrast sans serif with its calligraphic/chiseled structure. As a way to further channel the cacophony that New York can be we decided that instead of choosing just one font or type family we would use a bunch of high-contrast sans serifs together. We chose Chap (Black to be specific) from Schick Toikka as the primary font and we added Hoefler & Co.’s Peristyle, Typotheque’s Valter, Fatype’s Beausite, and Frere-Jones Type’sBosca and Bosca Compressed — that are not yet available but we got to take out for a trial spin.