Citi Pond Design & Branding CITI POND LOGO by Publicis Kaplan Thaler New York

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Industry Leisure Parks
Media Design & Branding
Market United States
Agency Publicis Kaplan Thaler New York
Executive Creative Director Peter M Smith
Creative Director Tom Drymalski, Perry Essig
Art Director Haj Ando
Copywriter Jason Savage
Designer Jin Hee Kwon, Tana Cieciora
Released November 2010

Credits & Description

Category: Logo Design
Advertiser: CITI
Product/Service: CITI
Date of First Appearance: Nov 1 2010
Chief Creative Officer: Rob Feakins (Publicis New York)
Executive Creative Director: Peter M Smith (Publicis New York)
Creative Director: Perry Essig (Publicis New York)
Creative Director: Tom Drymalski (Publicis New York)
Creative Director of Design: Roman Luba (Publicis New York)
Copywriter: Jason Savage (Publicis New York)
Art Director: Haj Ando (Publicis New York)
Senior Designer: Phil Arias (Publicis New York)
Designer: Jin hee Kwon (Publicis New York)
Designer: Tana Cieciora (Publicis New York)
Media placement: Citi Pond Logo - Citi Pond, Bryant Park, NYC/advertising Materials - November, 01, 2010 / 4 Months

Describe the brief from the client
To design an identity for the Citi sponsored ice skating rink at New York City's Bryant Park called "Citi Pond at Bryant Park".

Describe the challenges and key objectives
Bryant Park is the epicentre of New York outdoor life. In the winter months the lawn is transformed into an outdoor ice skating rink that attracts thousands of people daily. Our goal was to design a mark that would be instantly recognizable as a special winter event, yet paid respect to an institutional place in the city.

Describe how you arrived at the final design
Our mark incorporates the literal transformation of of a summer park to a winter wonderland. We developed a pictogram of a skater moving with arms and legs stretched out to form the branches of a tree with shades of blue circles representing winter snow covered foliage. Alternately, the simplicity of the circles reinforce of a pond in the centre of the metropolis. The typography, placed under the canopy of the skater/tree, adds an elegant counterbalance to the composition.

Give some indication of how successful the outcome was in the market
The mark was well received by our direct client at Citi as well as the city agencies involved in the project. The design integrated well with all pieces of communication.