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America's First Auto Show Unveils New Logo, Brand Strategy

6:20 PM


New York Auto Show Prepares for Next Generation of Show Visitors

The New York International Automobile Show launched a new logo and brand strategy, marking the most dramatic change in its visual identity since 2000 when the existing logo was re-designed to mark the new millennium. 
The iconic 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
The new logo is a vibrant new take on the New York Auto Show's prior logo and was developed from the start to be easily animated for the Show's digital media platforms. 
"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," Mark Schienberg, president of the Greater New York Automobile Dealers Association which owns and operates the Show, said. 
The launch of the newly designed logo and new brand identity was developed in collaboration with Sterling Brands, a New York City-based brand consultancy known for working with organizations to help them grow through brand-driven creativity. 
Sterling Brands current and past clients include NIKE, ESPN, MTV, Unilever, Xbox360, Hasbro and Red Bull
"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," Simon Lince, chief creative officer, Sterling Brands, said
"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," Lince said.  
"Our new logo better communicates what the New York Auto Show stands for today and speaks to who we are as a Show. For over a century, we have focused on showcasing automobiles to the public and press and that mission remains the same. This new logo reflects our commitment to building greater awareness for the automobile industry and the incredible design, and technical innovations taking place within it," NYIAS chairman John LaSorsa said"The New York Auto Show is one of the most important trade events producing over $300 million in economic development to New York City. It is also an incredible consumer event that embodies the passion, courage, ingenuity and tenacity that are the fundamental components of the automobile industry."
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 stylized 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.

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