EQ Office wanted create a new brand identity that would reflect this new kind of office space that would be launched in 2020 at 1740 Broadway in New York City.

1740 Broadway is intentionally designed to help organizations attract and retain the best talent in the world, by encouraging personal interaction and valuing one’s own stake in their work. 1740 Broadway reimagines common areas to elevate the individual, giving employees recognition and ownership of the way they work. From a warm welcome in the lobby to the comforts of a tenant exclusive lounge, it evolves the outdated office into an environment where people come first.

The cornerstone of the brand identity is the 1740 logotype which is a juxtaposition of modern and old, bold and neutral that manifests itself in the two contrasting typefaces. The intentionally wide color palette, creates flexibility and diversity while feeling fresh, yet coherent. This is why the identity exists at the crossroads of past and present, tradition and modernity.