A cohesive identity program for Steinway Astoria Partnership, the business improvement district that manages Steinway Street and
promotes the district as a vibrant shopping area in
Queens.
The logotype is reminiscent of vernacular retail
signage from the mid-20th century. The tagline “Something for Everyone”
is supported in a streetscape campaign with whimsical illustrations by
noted illustrator
Laurie Rosenwald. The goal was to develop a visual language which made reference to the past while looking forward to the future.
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