Located in the heart of Brooklyn Heights, Montague Street is an important commercial corridor that hosts a mix of more than 100 shops, restaurants and services along tree-lined blocks of architecturally historic buildings and residences.

Pentagram’s Emily Oberman and her team have designed a new identity for the Montague Street Business Improvement District, the not-for-profit organisation with the mission of making the street a better place to work, live and shop.

Oberman and her team worked with the BID’s executive director Brigit Pinnell to develop the identity. Oberman knows Montague Street well, having called it home for the past 8 years.

The program establishes an identity inspired by the shape of the district itself. Viewed from above, the three-block BID resembles a rectangle running along Montague Street from the waterfront Brooklyn Promenade to Columbus Park. The identity transforms this modified rectangle into a graphic device that houses the BID name. The designers discovered the shape could easily tuck into the letter “M,” where it becomes one of the legs.

The shape is designed to be used on its own or as part of the larger “M” monogram. Set within the outline of the shape, the logotype resembles a street sign. DIN is the primary typeface.

The outline can also be used as a map on BID materials. On applications, the “M” is cropped to play with the edges, and wraps around items like business cards, banners and totes. The identity appears in a bright green colour inspired by the tree-lined street.

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