The birthplace and largest chapter of the American Institute of Graphic Arts, AIGA NY, has just unveiled a new logo and strategic direction. Together, the logo and strategy clarify AIGA NY’s position as a civic space for design that celebrates and encourages open dialogue, shared learning, and collective ambition.
The identity was crafted and designed by New York native Christopher Guerrero, with typography and design support from former AIGA NY board member Raven Mo. The centerpiece of what Guerrero and Mo created is a striking logo that reflects the ideas stated above through a “New York” lens. Letterforms positioned around the original “AIGA box” form a negative space in the middle of the custom-drawn type, creating a sort of town square motif. This symbol represents the concept of a meeting place to gather and share ideas, while visually functioning as a literal frame for ideas, people, and more.
Guerrero and Mo’s new logo marks the chapter’s second unique logo, following its 2007 redesign under Carin Goldberg’s leadership.
“Designing for New York is always a challenge because it’s so easy to fall into clichés,” said Guerrero in a press release. “We wanted to tell a story that felt authentic to the city’s creative energy without leaning on overused tropes. It was about capturing the essence of New York’s system and expression, its structure and chaos, and translating that into a design that resonates with designers and creatives alike.”
Guerrero approached the logo not as a static mark but as a piece of elemental art: flexible, dynamic, and adaptable. He also designed the system to enable freedom of play, making it so that the identity can interact with imagery and type.
The new logo will be rolled out across AIGA NY’s platforms, including its website and event materials, in the coming months.
The brand system’s color palette takes inspiration from New York City’s streets, pulling cues from mundane yet highly identifiable local NYC elements. “We moved away from the obvious, like the New York City flag,” said Guerrero. “Instead we looked at things like the deep green of scaffolding, the charcoal black of pavement, and the warm off-white of sidewalks. Even the lighter green nods to the Statue of Liberty. It’s all about capturing the city’s essence in a way that feels authentic and familiar.”
Stacey Panousopoulos, the executive director of AIGA NY, said in a statement, “This project isn’t about starting something new, it’s about actively showcasing what we’re already doing so well. Our focus has always been on organizing and bringing voices together to spark meaningful conversations and create experiences that unite the design community— and we want to highlight and amplify that unique role.”
“The DNA of AIGA is New York,” Panousopoulos continued. As such, the chapter is taking a more prominent role in shaping the conversation around design ethics, policies, and community engagement. AIGA NY’s Board of Directors has formalized three core pillars for the chapter—elevating a range of voices, celebrating world-class design, and advocating for industry standards—which remain central to its mission and are reflected in the new strategic direction.
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