Looking forward, Downtown Alliance wanted a bold new look that embodied the exciting rebirth of the neighborhood.
As Downtown Alliance approached its 25th anniversary, it wanted an updated look to take it into its next chapter. Its previous logo had been there through the many changes of the neighborhood, and even contained the Twin Towers at one time. Looking forward, Downtown Alliance wanted a bold new look that embodied the exciting rebirth of the neighborhood. Nearly 20 years after 9/11, more and more tenants, both commercial and residential, were moving into the neighborhood and they represented new industries venturing downtown. From technology to publishing to fashion, the oldest part of New York was changing in an exciting way, while being firmly rooted in its history. The identity Applied developed is centered around bold type that spells out “Downtown Alliance” below a thick red bar. The bar represents the dividing line below which everything exciting happens—in the dynamic streets of downtown. The distinct red color endures as a continuation of its past: the original Downtown, established in 1625.