New York Design Center / Identity / Advertising / Collateral

New York’s oldest “To the Trade” furniture and design resource is located at 200 Lexington Avenue in New York City. Its identity was confusing amongst the interior design trade, being perceived as a ‘second string’ resource to interior designers. Over decades, the building was referred to as “NYDC”, “200 Lex”, “The New York Design Center” A logo design and branding-communication update was needed to organize the identity messaging and create a more upscale image. The logo was created to combine ‘NYDC’ and ‘200 Lex’, The logo was then applied to a new advertising design featuring fine art photography of iconic furniture pieces and antiques from the buildings nearly 100 showrooms.