Brand Identity for 520 Fifth Avenue
One tower, complementary identities drawn from its arches.
Pentagram created a brand identity and marketing system for 520 Fifth Avenue, a mixed-use Manhattan tower developed by Rabina. The work spans residential and office collateral, a website, packaging, advertising, sales-center displays, and art-directed architectural and neighborhood imagery.
Insights
- Pentagram drew on the facade’s arches for complementary residential and office logos by Matt Willey, while Moss, the members’ club, received a separate identity.
- Residences and offices share typefaces; the office palette adds a plum drawn from the interiors’ Italian marble, connecting the two identities without making them identical.
- Pari Dukovic’s commissioned Midtown photographs give the campaign an editorial view of the neighbourhood. Pentagram also used the images in an art book and postcards, alongside architectural renderings art-directed with Binyan Studios.
- A leather folder embossed with the office logo holds marketing collateral and doubles as a tablet case, giving a sales object a second use.
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