Brand identity for New York City's historic park
Union Square was built in 1882. The name denotes that “here was the union of the two principal thoroughfares of the island.” Union Square has been a frequent gathering point for radicals of all stripes to make speeches or demonstrate. It is also a city park where all kinds of people gather together to do outdoor activities regardless of their ages, genders, or cultural differences. The idea of “in Union Square, we have no label” inspired the colorful identity. The logo mark is built of an interesting U and two stokes that represent the park and its surrounding buildings. The vertical strokes also represent absolute value - the mathematical sign that describes the true value of a number without regard to its sign - which expresses the spirit of Union Square. Tratto, the typeface designed by AlfaType Font Foundry, was painted entirely by hand using brushes, which connects the identity with the park’s protest history.
The culture impact of social and political activism
Union Square has been a frequent gathering point for radicals of all stripes to make speeches or demonstrate, including Presentation of colors before the Union League Club in 1864, the first Labor Day celebration in 1882, and the Black Lives Matter movement since 2013.
The form of the park and its social value
The logo mark is built of an extended U-curve in the center of two vertical strokes. The form of the logo represents not only the physical scene of the park but also its social value as a place where people protest their rights.
We have no label in Union Square, u r the actual value of urself
Union Square has been a place for citizens to fight for human rights and equality. It is a place where all kinds of people gather together regardless of their ages, genders, or cultural differences. The vertical strokes of the logo mark are the symbol of absolute value, the mathematical sign that describes the actual value of a number without regard to its sign. The logo mark uses the meaning of the mathematical symbol to convey the concept that "we have no label in Union Square."