The New York International Automobile Show has launched a new logo and brand strategy, marking the most significant change in its visual identity since 2000 when the existing logo was re-designed to mark the new millennium.

The 116-year-old New York City event, in 2016, runs from March 25 to April 3 at the Jacob K. Javits Convention Center in Manhattan.

Developed in collaboration with New York City-based brand consultancy, Sterling Brands, the refreshed logo is a new take on the New York Auto Show’s prior logo and the designers say it was developed from the start to be easily animated for the Show’s digital media platforms.

“Building on the New York Auto Show’s great reputation in and around the auto industry, Sterling Brands was tasked with expanding upon the familiarity of the NYIAS’s existing identity. By updating the ellipse, maintaining the upward motion of the logo and introducing a more modern typography, we infused a new sense of innovation and precision to the identity,” said Simon Lince, chief creative officer, Sterling Brands.

“This new logo is inspired by aerodynamics, streamlined design and advanced technology. It better represents the very dynamic auto industry while also reflecting the excitement we all feel about the show,” said Lince.

“This is a very important, exciting time for the New York Auto Show. The Show is an integral part of the fabric of the City, and we are thrilled to unveil our new logo and brand strategy as the Show moves into a new era of automotive design and technical innovation,” added Mark Schienberg, president of the Greater New York Automobile Dealers Association which owns and operates the Show.

The Auto Show logo has had only a handful of incarnations during its 116-year history. When the Show moved from the New York Coliseum to the newly constructed Jacob K. Javits Convention Center in 1987, the logo included a stylised grid representing the glass panels of the Javits Center. Research suggests that the Show has had just ten logos since 1900 incorporating such elements as license plates, a globe and a depiction of Mercury from Roman mythology.

The new logo will also be incorporated into other Auto Show entities including the World Traffic Safety Symposium and the Auto Show will immediately begin rolling out the new branding across its platforms, products and tools, including its website, tickets, and e-blast newsletters.

Sterling Brands
www.sterlingbrands.com