PAC NYC
PORTO ROCHA• Date added
• Date added
Located on the World Trade Center site in Lower Manhattan, PAC NYC (Performing Arts Center NYC) offers a new type of public space where people from all walks of life are invited to gather, eat, drink, and experience the transformative power of the performing arts.
New York-based design studio PORTO ROCHA was tasked with creating the identity, from naming to brand strategy, design system, tone of voice, aimed to establish PAC NYC as a cultural beacon and arts icon, inviting the world in.
Client
PAC NYC
Year
2024
Creative Director
Felipe Rocha
Leo Porto
Strategist
Natalee Ranii-Dropcho
Typefaces in Use
PORTO ROCHA drew inspiration from PAC NYC's iconic architecture — a cube at eye level and a square from an aerial view — for the identity system. Each letter of the logo was designed to a square ratio, forming a simple yet powerful symbol with the words "PAC" and "NYC" on either side. The logo serves as an icon and versatile framing device for diverse content, allowing people to see themselves in the brand and explore the varied programming within its walls.
To meet their communication needs and ambition to appeal to the masses, a custom display typeface called PAC Display was developed, which references the building's shape and New York's Gothic street signage. This ensures adaptability across different programmes while becoming synonymous with the institution over time. Alongside the logo, other elements like photography and colour seamlessly adapt to various formats and communication needs.
PORTO ROCHA
PORTO ROCHA is a New York-based design studio with a focus on developing creative and strategic work that engages deeply with the world we live in. Working closely with people and companies to craft branding systems, products and experiences, PORTO ROCHA seeks to provoke meaningful change through their work, from large-scale projects that reach significant audiences to socially and culturally-motivated initiatives.
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