UPDATE 3/27/15, 3:15 pm:

Administrators unveiled The New School’s new logo which uses a customized alphabet during a private event at a presentation for faculty and staff at Tishman Auditorium Friday morning, attendees said.

The logo uses a new typeface designed specially for The New School and incorporates three versions of each letter, administrators said at the Friday event, according to attendees.

The dimensions of the letter will change depending on the placement of each letter within a phrase or word, attendees said. For example, in the title “Parsons Paris,” both words would have two different versions of the letter “P.”

Starting Friday and continuing throughout the weekend, crews will be replacing old signage with the new logo throughout the university campus, beginning in its most public areas including building signs, banners, the Welcome Center and website, attendees said.

The logo will also be wrapped around water towers located on the top of New School buildings, attendees said.

The school will also roll out a new line of merchandise with the new logo that includes bags, water bottles, and clothing, attendees said.

Some MetroCards will also feature the new design, attendees said.

The New School hired Pentagram, a New York-based design firm to develop its new look because they have experience with higher education, New York cultural institutions and icons, and what new school administrators called complex businesses and organizations, attendees said.

“And we’re one of the most complex I know of,” said Chief Marketing Officer Anne Adriance at the Friday event.

Paula Scher, of Pentagram, worked with The New School on the new logo and previously developed logos for CitiBank, the Metropolitan Opera, Microsoft and MoMa, attendees said.

The new logo will be publicly unveiled on Monday, March 30, administrators said. A reception will be held in the University Center on Wednesday, April 1, with a formal viewing of the water towers, attendees said.

Administrators are working with news outlets for exclusive stories to publicize the redesign on Monday, said President Van Zandt, according to attendees.

Administration did not reply immediately for comment.

 

UPDATE 3/27/15, 9:47 am: The live stream has been pulled. Check back here in the next few days for more on the school’s new look.

Watch live as The New School previews the new visual identity of the university!

Go here to watch and log in using this password: thenewupdate