After our work on the brand positioning for Downtown Crossing, the city of Boston, Massachusetts asked 160over90 to develop an extensive identity system for the neighborhood. We created a logo system, as well as a variety of graphic elements to be used in all the branding materials. The identity system was accompanied by a brand guidelines document explaining the entire Downtown Crossing brand.

Logo
For the logo we created a clean modern typographic mark that combined the text of DOWN and TOWN into one clean form. Using the + as a substitution for the T reinforced the geography of the neighborhood, where the two most used transit lines cross in the neighborhood. It also conveyed the key message of Downtown Crossing being Boston’s meeting place. The logotype was created in a variety of colors to show diversity of the neighborhood.

Graphics
In addition to the logotype we created a collection of graphic tools to assist in the design of brand collateral. Those included a group of colored circles with the word MEET in it. The MEET graphic was used with copy to reinforce the idea of two differing entities coming together in Downtown Crossing. A suite of graphic patterns were also created to be used as backdrops within designs. The patterns were inspired by things found in the neighborhood.

The identity system was carried out across all sorts of mediums around the neighborhood. These included t-shirts and buttons for staff and visitors. The logo and MEET phrases were also displayed across the neighborhood on store signage and construction facades.

Created at 160over90, the team included:

Executive Creative Director: Darryl Cilli; Creative Director: Jim Walls; Art Director: Adam Flanagan; Designers: Greg Ash & Adam Flanagan; Copywriter: Brendan Quinn; Account Manager: Dan Giroux