Fulton Center

Project:
Fulton Center identity

Client:
Metropolitan Transportation Authority (MTA)

Creative director:
Michael Bierut

Firm:
Pentagram

Links:
mta.info

Fulton Center (Previously Fulton Street station) opened in 2014 as a new subway, PATH, and retail complex built to improve access and connections at the busiest subway interchange in Lower Manhattan. A new identity created in collaboration with the MTA conveys the center’s role as a transportation crossroads and spotlights the unique artwork at its center.

The underlying form of the Fulton Center logo is inspired by the architecture of the building: the interaction of a square and a circle. Eleven converging, crossing, and swirling lines represent the connections made at the station. The lines evoke the movement and activity of the transit hub, and are reflective of the view of the oculus and “Sky Reflector-Net,” a new sculpture by James Carpenter.

James Carpenter’s “Sky Reflector-Net” sculpture hangs in Fulton Center’s giant skylight and was the inspiration for the identity

The identity was rendered in four color variations, one for each season as viewed through the station’s skylight

3D study by Jacques Laramie