Destinations

Brand new look unveiled at New York City’s public beaches

@SamShankman

Jun 15, 2013 3:19 am

Skift Take

Destruction caused by Hurricane Sandy provided the perfect opportunity to bring NYC’s outdoor spaces under a unified brand, which has the added benefit of highlighting the city’s presence far away from crowded streets and traffic jams.

— Samantha Shankman

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Evolving Strategies in Travel Ad Tech and Bookings

New York City’s outdoor spaces – from Central Park to Rockaway Beach – look slightly more similar this summer.

The city was able to get its eight public beaches running by Memorial Day and welcomed visitors back with a new brand.

The new line of signage, created by Pentagram Graphics, is meant to identify the beaches, orient visitors, and inspire a sense of community for locals impacted by the storm.

Pentagram project leader Paula Scher also designed the green leaf that now symbolizes the NYC Department of Parks and Recreation. Although the leaf remains, the beach signs forgo green in favor of blue and yellow color scheme.

Each sign faces the street and features a photo of the beach taken from the exact spot where the sign is located. The posts will direct visitors in lieu of boardwalks since most have yet to be rebuilt.

New York City’s eight public beaches stretch a total of 14 miles and welcomed more than 21 million visitors last summer.

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