The Flatiron NoMad Partnership—a Business Improvement District (BID) in Manhattan—expanded in 2022 to include the full NoMad neighborhood, prompting a rebrand to unify the district under a single identity.
The challenge was to visualize the merger of Flatiron and NoMad while capturing the area’s distinctly “New York” character—where historic and contemporary, residential and commercial, and surrounding neighborhoods intersect.
This concept is expressed through the tagline, “Where New York meets New York,” and a graphic system rooted in connection. The logo links “Flatiron” and “NoMad” with a diagonal inspired by Broadway, extending into ligatures and pathways that reflect movement, intersection, and exploration within the district.
Project Credits
Designed at Pentagram by
Partner, Michael Bierut
Associate Partner, Delta Murphy
Associate Partner, Chris Guerrero
Designer, Sakinah Bell
Project Manager, Abby Matousek
Partner, Michael Bierut
Associate Partner, Delta Murphy
Associate Partner, Chris Guerrero
Designer, Sakinah Bell
Project Manager, Abby Matousek
Website design by
KUDOS
KUDOS
Music and sound by
Jacob Rosati
Jacob Rosati