New York Public Library for the Performing Arts_Rebrand is a branding, visual identity, and web design project developed for The New York Public Library for the Performing Arts. The project reimagines the institution's visual identity by drawing inspiration from one of its most distinctive assets: its extensive collection of non-book materials, including historic recordings, videotapes, autograph manuscripts, sheet music, stage designs, and photographs that document the history of the performing arts.

Rather than focusing on the traditional image of a library as a repository of books, the redesign highlights the library's role as a living archive of performance and media. This concept informed the development of a new logo centered around a triangular form inspired by the universal "play" symbol found in audio and video technologies. The shape references the library's significant collection of recorded materials while simultaneously evoking movement, performance, and access to cultural memory.

The project explores how a cultural institution's identity can reflect both its archival heritage and its contemporary relevance. A comprehensive concept deck was developed to demonstrate the implementation of the branding system across multiple applications. The project also includes the redesign of a section of the library's website, extending the visual identity into a digital environment. Particular attention was given to information hierarchy, navigation, and user experience, creating a cohesive system that supports discovery, accessibility, and engagement with the library's collections.

The resulting identity positions the library not only as a center for research and preservation but also as a dynamic cultural resource where performance, media, and history intersect.

Disciplines: Branding, Visual Identity Design, Logo Design, Web Design, UI Design, Digital Design, Cultural Branding, Visual Communication.

Software: Adobe InDesign, Adobe Photoshop, Adobe Illustrator.