NSNY Logo
NSNY Facebook Tablet

No Sleep New York (NSNY) is a multidisciplinary artist platform. Their mission is to share a variety of artwork from various mediums, unbounded within their unique and spirited aesthetic. NSNY was created by artists to serve artists. Their vision is to continue to cultivate a close community of artists, helping to give them a voice and to give artists the exposure their artwork deserves. In short, NSNY’s lifelong goal is to inspire and motivate the world through art.

Sara Kelley and I founded NSNY. I was tasked to create a brand identity for NSNY, which included the logo, color palette, typography, and stationery suite, among other assets. Sara and I wanted a brand that mimicked our belief that color impacts the world in a positive manner. Aside from the color focused aesthetic, we wanted a logo that depicted the New York City (NYC) cityscape and the beauty of the sky. Therefore, intense color visuals and NYC architecture was the motivation for the NSNY brand.

The Discovery phase began by analyzing NSNY’s Instagram feed. I studied NSNY’s aesthetic, including our use of color and visuals. Then I moved onto researching NYC’s architecture and skyline.

To help me visualize my ideas, I created a mood board. The mood board consisted of posts from NSNY’s Instagram, the NYC skyline, and vibrant colors found in the sky & natural world. Importantly, this research was essential to the creation process ahead.

The Creation Process started with the logo by first sketching ideas on paper. I knew that the logo needed to encompass lively colors, elements of NYC architecture, and sky themes, but also be contemporary.

Moving on to the computer, I started to vectorize and refine my ideas. I decided to create elements separately that would be unified in the later stages to make the logo. I constructed a custom typeface using the initials “NSNY”. Furthermore, I wanted to create a sans-serif font that was geometrically round and modern in its appearance.

Client

No Sleep New York (NSNY) is a multidisciplinary artist platform. Their mission is to share a variety of artwork from various mediums, unbounded within their unique and spirited aesthetic. NSNY was created by artists to serve artists. Their vision is to continue to cultivate a close community of artists, helping to give them a voice and to give artists the exposure their artwork deserves. In short, NSNY’s lifelong goal is to inspire and motivate the world through art.

The Challenge

Sara Kelley and I founded NSNY. I was tasked to create a brand identity for NSNY, which included the logo, color palette, typography, and stationery suite, among other assets. Sara and I wanted a brand that mimicked our belief that color impacts the world in a positive manner. Aside from the color focused aesthetic, we wanted a logo that depicted the New York City (NYC) cityscape and the beauty of the sky. Therefore, intense color visuals and NYC architecture was the motivation for the NSNY brand.

Discovery

The Discovery phase began by analyzing NSNY’s Instagram feed. I studied NSNY’s aesthetic, including our use of color and visuals. Then I moved onto researching NYC’s architecture and skyline. To help me visualize my ideas, I created a mood board. The mood board consisted of posts from NSNY’s Instagram, the NYC skyline, and vibrant colors found in the sky & natural world. Importantly, this research was essential to the creation process ahead.

Creation Process

The Creation Process started with the logo by first sketching ideas on paper. I knew that the logo needed to encompass lively colors, elements of NYC architecture, and sky themes, but also be contemporary. Moving on to the computer, I started to vectorize and refine my ideas. I decided to create elements separately that would be unified in the later stages to make the logo. I constructed a custom typeface using the initials “NSNY”. Furthermore, I wanted to create a sans-serif font that was geometrically round and modern in its appearance.

I then turned my attention to the NYC cityscape illustration. It was important that the design include architecture that is memorable to NYC, like art styles such as Gothic and Art Deco. It was also essential to include structures that were historic to NYC, like the Empire State Building and Statue of Liberty.

Moreover, the skyline illustration for NSNY couldn’t be complete without including famous art museums, such as the Metropolitan Museum of Art & the Solomon R. Guggenheim Museum. I stylized the illustration of the cityscape as a silhouette and added a sunset gradient to the cityscape’s background to show the transition from day to night.

I then turned my attention to the NYC cityscape illustration. It was important that the design include architecture that is memorable to NYC, like art styles such as Gothic and Art Deco. It was also essential to include structures that were historic to NYC, like the Empire State Building and Statue of Liberty. Moreover, the skyline illustration for NSNY couldn’t be complete without including famous art museums, such as the Metropolitan Museum of Art & the Solomon R. Guggenheim Museum. I stylized the illustration of the cityscape as a silhouette and added a sunset gradient to the cityscape’s background to show the transition from day to night.

For the final steps in the logo process, I included an illustration of the moon, which symbolizes the light and beauty of the night sky. All of the elements created came together within a round badge, bringing unity to the logo.

The logo was a jumping-off point for designing the brand identity and it helped determine aspects of the overall brand. I produced a color palette, a stationery suite (business cards, letterhead, envelope, etc.), patterns, adverts, mockups, and determined a typeface that complemented the brand.

I designed a logo and brand assets that met all of NSNY’s needs. Additionally, I accomplished the goal of creating a brand identity system by producing brand guidelines.

With a brand guide, I was able to organize the logo, wordmark, color palette, typeface, layouts, and much more under one roof. One of the primary functions of the brand guide is that it conducts itself as a rule book. In it you’ll find methods on how to properly utilize the logo, when to use type, and what colors are accessible. Additionally, you’ll locate how to properly treat stationery suite elements, how merchandise looks, and more. Above all, the brand guide is the perfect tool for dictating how a brand is perceived and how it looks & sounds.

For the final steps in the logo process, I included an illustration of the moon, which symbolizes the light and beauty of the night sky. All of the elements created came together within a round badge, bringing unity to the logo. The logo was a jumping-off point for designing the brand identity and it helped determine aspects of the overall brand. I produced a color palette, a stationery suite (business cards, letterhead, envelope, etc.), patterns, adverts, mockups, and determined a typeface that complemented the brand.

The Solution

I designed a logo and brand assets that met all of NSNY’s needs. Additionally, I accomplished the goal of creating a brand identity system by producing brand guidelines. With a brand guide, I was able to organize the logo, wordmark, color palette, typeface, layouts, and much more under one roof. One of the primary functions of the brand guide is that it conducts itself as a rule book. In it you’ll find methods on how to properly utilize the logo, when to use type, and what colors are accessible. Additionally, you’ll locate how to properly treat stationery suite elements, how merchandise looks, and more. Above all, the brand guide is the perfect tool for dictating how a brand is perceived and how it looks & sounds.

NSNY Brand Guidelines Logo Analysis
NSNY Brand Guidelines Logo Usage
NSNY Brand Guidelines Color Palette
NSNY Brand Guidelines Letterhead
NSNY Brand Guidelines Envelope
NSNY Brand Guidelines Merchandise

The NSNY logo, along with the brand guidelines, resulted in the birth of an identity. It brought forth how the brand would appear to NSNY’s audience and to the world. With these brand assets, NSNY would go on to debut their new look online via their website and social media. In conclusion, what I was able to create for NSNY led to a newfound confidence and it solidified their personality.

The End Result

The NSNY logo, along with the brand guidelines, resulted in the birth of an identity. It brought forth how the brand would appear to NSNY’s audience and to the world. With these brand assets, NSNY would go on to debut their new look online via their website and social media. In conclusion, what I was able to create for NSNY led to a newfound confidence and it solidified their personality.

NSNY Facebook Tablet

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