City of Miami Logo Redesign

CITY OF MIAMI
LOGO REDESIGN

ABOUT MIAMI
Miami is an international city located in Southeastern Florida. 15 Million
tourists visit each year from across the globe to soak up the sun and
take in the attractions. From Cuban cafes in Little Havana to hand
painted murals downtown, Miami boasts everything from fantastic food
to luxury shopping. On barrier islands across the turquoise waters of
Biscayne Bay is Miami Beach, home to South Beach. This glamorous
neighborhood is famed for its colorful art deco buildings, white sand,
surfside hotels and trendsetting nightclubs.

EXISTING MARKS

NEW DIRECTION
Warm
Vintage
Lively
Versatile
Energetic
Fun
Art deco
International

Bright
Cultured
Pastel
Nightlife
Vibrant
Young
Sharp Angles
Neon
Modern

WHAT IS ART DECO?
Reaching its heyday in the early 1920s and 1930s, Art Deco architecture
is a modern take on neoclassical, one that is equally historic, retro and
fabulous. Making its first debut in Paris in 1925, today, the style is
marked by its characteristic bright colors, from pastel blues and pinks,
to bright oranges, vibrant yellows, greens and more.
Buildings in the typical Art Deco style feature exotic flora and fauna
motifs inside, along with prominent structural gems, like geometric
fountains or statues. Whimsical pastel buildings are embellished with
glamorous features, from porthole windows and shiny curves, to glass
blocks, chrome accents and terrazzo floors.
The first 20th-century neighborhood to be recognized by the National
Register of Historic Places, Miami Beach’s Art Deco Historic District is
made up of 800+ buildings and structures built between 1923 and 1943.

INSPIRATION

PROCESS

THE LOGO
Miami’s new logo is designed to represent the qualities of its famous
art deco architecture. Each character is defined by sharp angles that
come to a corner rather than a point —a modern update to the
extreme thin points of vintage art deco typography. The logo is
always an outline to provide a versatile solution for anything from
office use to advertising. The characters are tracked closely together
yet still appear distant due to the space between each angle. These
eclectic negative shapes mirror the decorative cut-outs in art deco
buildings, providing a unique form aside from the characters.

Blunt Corners
Symmetrical letter forms
Thick outline
Large counters
Varied widths

TYPOGRAPHY
The logo is paired with Neutraface to evoke the spirit of Art Deco.
Neutraface was inspired by the principles of Richard Neutra, the
modernist architect. The strong geometric characters are paired
with extreme curves in the art deco style. The circular numerals
offset the angular nature of the wordmark.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu
Vv Ww Xx Yy Zz 1234567890
City of Miami

MOVEMENT
The logo may be separated into individual characters scattered
across its surface. This movement adds a playful characteristic
to combat the sharper aspects of the logo; while also mimicking
the nature of waves.

COLOR
The logo may be applied in pastel colors or paired with pastel
backgrounds when it is white.
#ffbe69
#fffbd5
#ffbbc8

#d1f8fd
#cfc2f8

APPLICATIONS

City information
www.miamiandbeaches.com
Neutraface history
https://houseind.com/hi/neutraface
Designed by Maria Sodano for Massachusetts
College of Art and Design