Amtrust Realty:
250 Broadway Logo

OVERVIEW:

250 Broadway–a towering International style skyscraper located in New York city and owned by management company Amtrust Realty–wanted a new logo following the interior renovations to the lobby. As a commercial building containing a courtroom and corporate offices, they needed a logo that would express the structured and professional status of the 1964 building while remaining coherent to the branding of management company Amtrust Realty.

SCOPE:

Logo Redesign

TEAM:

Designer: Sierra Shih

THE PROCESS:

This process began with research on the International Style and defining characteristics of the building. As a corporate building, the final logo needed to be buttoned up, professional, and match the rational aesthetics of the International Style, meaning little ornamentation and an emphasis on mass and volume. Inspiration was drawn from the stacked silhouette of the building, the vertical motifs, and the reliance on simple lines and shapes as seen in posters of the time. Although numerous combinations of shapes and text were explored during the initial design session, ultimately, the final design was chosen as it referenced back to the original logo to maintain a sense of evolution while updating it to a cleaner form.