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Smart, with architecture in mind

Identity for New York’s newly opened Fulton Center by Pentagram’s Michael Bierut. The 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 (2, 3, 4, 5, A, C, E, J, N, R and Z trains). The lines evoke the activity of the transit hub and are reflective of the view of the oculus and Sky Reflector-Net, a new sculpture by James Carpenter that has been integrated into the building’s architecture, designed by Grimshaw Architects and Arup. The circular form of the logo also echoes the circles of the subway line emblems and the MTA identity.