Visual Identity And Signage For Green-wood Cemetery
How do you brand death without killing the mood?
Pentagram created a visual identity and signage system for Green-Wood Cemetery in Brooklyn, connecting the site’s historic legacy with its evolving role as a cultural destination. The design draws from engraved memorial lettering and Gothic Revival influences, balancing solemnity with a sense of openness and continuity across the visitor experience.
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Insights
- The creator’s main point is the shock factor: a cemetery getting merch and a modern brand treatment sounds absurd at first, which makes Green-Wood’s identity system instantly memorable.
- Pentagram designed both the visual identity and signage for Green-Wood Cemetery in Brooklyn, aiming to connect its historic legacy with its newer role as a cultural destination.
- The system pulls from engraved memorial lettering and Gothic Revival architecture, giving the brand a historic, refined, and symbolic look while still feeling open and continuous across the visitor experience.
- The challenge wasn’t just making signage; it was balancing solemnity with accessibility so the cemetery could feel respectful as well as welcoming to visitors.
- Green-Wood sits at the intersection of arts, culture, and heritage, and the design treats the site like a living institution rather than a static burial ground.
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