Sign of the Times
July 9, 2007
A few feet from where I'm sitting right now, a new sign recently appeared on the 8th Avenue face of the New York Times building. From a distance, the sign looks like a solid object. But viewed up close, or from inside the building, it's almost invisible. This diaphanous effect makes the sign seem almost pixelated, which seems fitting given what's going on inside the building these days.
Designer Michael Bierut of Pentagram has written a case study detailing the challenges of grafting the company's age-old Fraktur identity onto the face of the new building.
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