Scher previously developed the identity and signage standards for the New York City Department of Parks and Recreation, which manages and maintains the city’s beaches. The beaches are their own unique experience, and Scher has branded NYC Beaches as its own identifiable entity, endorsed with the NYC Parks logo. The identity uses different fonts, Founders Grotesk and Maple, and a color system that uses bright blue and yellow in place of the green of Parks. (No one wants to see green at the beach.)
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