The Union Square Partnership is a community-based non-profit organization working to ensure the best possible neighborhood for its residents, businesses and visitors. USP’s programs include sanitation, public safety, economic development and marketing services, and we invest in the beautification and maintenance of Union Square Park, the district’s crown jewel.
The new C&G Partners brand and rollout collateral represents the improvements Union Square Partnership is responsible for in the area, while also creating a sense of place. The visual identity system highlights a vibrant urban community—encompassing nine acres where people live, eat, learn, work, shop and play.
Along with the new identity, C&G designed streetscape elements including, banners, park posters, print collateral and graphics for events such as Sweat Fest and the 2015 Annual Meeting. The completed brand system uses staggered text as a customizable tool, allowing the Partnership to easily create sub-brands and event materials with a similar look and feel. The typography and logotype of the new brand are set in Geogrotesque. A flexible color palette comprised of a range of distinct and approachable colors can be used for various events and printed communications throughout the year.
Images provided by Union Square Partnership. Image credits: Steven Jackson and Liz Ligon.