NY NOW® has revealed a new brand identity and announced plans for an enhanced on-site experience as it prepares to welcome vendors, buyers, and media back in-person at the Jacob K. Javits Center on August 8-11.

Designed in collaboration with globally renowned design studio Pentagram and recently appointed Creative Director Brad Ford, NY NOW’s new branding debuts across all digital channels with the goal of capturing the energy, excitement, and variety of the event while signifying the evolution of the gift and home industry, plus the reopening of New York City’s businesses after the pandemic.

“NY NOW is a timeless brand and truly a landmark event with a long-standing history of bringing products, people, and ideas from around the world together to connect, discover, and be inspired —creating a unique destination for discovery and generation of commerce for the industry. As we all recover from the pandemic, we are seeing all markets come back smaller; but, as the first event to run at the Javits Center upon its reopening, we noticed an opportunity to reset and create an experience that heightens the sense of possibility, surprise, and excitement — all while celebrating the reopening of New York City,” says Tim Hart, Senior VP of NY NOW. “We have worked closely with Brad and Pentagram to develop and deliver an incredible new brand identity for NY NOW, and we are thrilled to unveil it to our community and welcome them back for an enhanced experience at this year’s event.”

Pentagram’s design for NY NOW is a vibrant visual identity inspired by the spirit of discovery and surprise that draws exhibitors and attendees to the biannual market event. Pentagram’s team collaborated closely with NY NOW’s Brad Ford to develop a visual parallel to the market experience.

Supplementing NY NOW’s existing logo, the newly designed and dynamic graphic system proposes the concept of “now” as an ever-changing idea, reflected by a variety of styles, typefaces, motifs, colors, and scales while affirming that NY NOW – and the gift and home industry – is always evolving.

“What makes New York City the nation’s design capital is the excitement generated by the irresistible destinations like NY NOW. As the city, the country, and the world reopen, it’s been an honor to collaborate on the reinvention of the NY NOW brand, creating a visual language that reflects the surprise, excitement, and energy of the one-of-a-kind event,” says Pentagram Partner Michael Bierut.

Brad Ford adds, “It has been a pleasure to partner with Pentagram on our rebranding initiative. During the collaborative creative process, we found a way to visually articulate what makes NY NOW a key convenor of the small business community, all the while rethinking the overall experience and fostering an inspired environment that truly excites attendees. From the moment people enter the Crystal Palace, we hope to engage the senses through beautifully designed and selectively curated product displays that celebrate the diverse assortment of brands represented at NY NOW. These elements are the foundation for the future of the market as we work to create a more enjoyable and interactive experience for all and continue to develop these initiatives in the years to come.”

Furthermore, NY NOW announced details surrounding new on-site product display opportunities. Upon entering the glass-enclosed Crystal Palace space at the Javits Center, attendees will observe an artful display of products representing NY NOW’s 11 sections. Curated by Brad Ford, the selected product assortments will further inspire attendees’ sense of diversity and discovery as they begin their NY NOW experience.

On the show floor, NY NOW will present a collection of emerging destinations, which are described as dedicated showcases of up-and-coming brands and artisans with the goal of celebrating emerging talent and supporting the small business community. These destinations include: Accent on Design Incubator, First Taste, GCA Village in partnership with the Greeting Card Association, Gift Incubator, Indienow, Rising Artisans, and Stationery Incubator. An assortment of coveted items from the 365 NY NOW Digital Market will also be on display, offering digital participants a unique opportunity to have a physical presence with a sampling of their best-sellers and increasing the product range on offer to buyers.

NY NOW will be the first event hosted at the newly expanded Javits Center upon its reopening this Summer. The event will be operated in accordance with capacity and safety protocols established by the New York State Department of Health.

More information about the market and how to register can be found at www.nynow.com. To inquire about exhibiting at the upcoming NY NOW Summer 2021 market, please contact Emma Smith at emma.smith@nynow.com.

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