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New Work: Bike New York


Emily Oberman has designed a new identity for Bike New York, a non-profit organization that promotes cycling throughout the city.

Spring has finally sprung, and New Yorkers are hopping on their bikes to greet the beautiful weather. Just in time for the cycling season, Pentagram’s Emily Oberman and her team have rolled out a bold new identity for Bike New York, the city’s leading proponent of biking as a practical, sustainable, and healthy means of transportation and recreation. Along with the identity, the update includes a redesign of the Bike New York website, cycling guides and other collateral, and looks ahead to the organization’s biggest events, the TD Five Boro Bike Tour and Bike Expo New York, scheduled for May 1-3.

With a growing network of over 900 miles of bike lanes and the recent launch of the Citi Bike bike-share program, cycling in New York is more popular than ever. Over the past year and a half, Oberman and her team have been working with Bike New York on elements of its brand identity and messaging, with the goal of helping the non-profit organization better engage and connect with all of New York’s riders. While creating the new identity, the team designed the promotional campaigns for last year’s Tour and Expo, which previewed the new look.

New Work: The New School

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Paula Scher has designed a new identity for The New School that utilizes a custom font with letterforms in three different widths.

The New School has been at the vanguard of innovation in higher education for almost a century. Founded in 1919, the progressive university in New York’s Greenwich Village now combines design thinking with varied areas of study: from liberal arts to performing arts, from global policy to social research. Pentagram’s Paula Scher has designed a new identity for The New School and its constituent institutions—Parsons School of Design, Eugene Lang College for Liberal Arts, and Mannes School of Music, to name just a few—that reflects the university’s unique interdisciplinary approach.

Using custom typography, the identity establishes an iconic brand for The New School as a whole, while also setting apart the university’s different schools, institutes and programs. The identity introduces a groundbreaking bespoke typeface called Neue that is composed of extended letterforms. The typeface is revolutionary in its combination of regular, extended and very extended widths of the same font programmed together and used all at once. The typography embodies the progressive mission of The New School and represents a technological advance in the art of type design.