Columbia Property Trust

Rebranding a New York Icon

229 West 43rd Street New York, NY was originally built in 1913 as the home of the New York Times. The newspaper was headquartered there until 2007 and then the building was sold and turned into high-end offices and retail. The building was branded 229 West 43rd St. after the Times moved out, and after more than a decade needed a full rebrand to match its incredible history. The goal of the rebrand was to pay homage to the historical significance of the building while also creating something that felt timeless and long lasting.

Services: Branding & Illustration

Including the unique roof and spire of the building was one way to build awareness and recognizability of the beautiful French Renaissance style architecture. The tall and elegant typography, reminiscent of the type used in the early days of the New York Times, connects the building to its historic roots.

A new large-scale architectural drawing of the entire building was also created to use for collateral and promotional usage.