Benson Global

The New York Times Building Facade

Making Headlines

At the Renzo Piano-designed New York Times Building, Pentagram melds signage, architecture, and brand identity for Times Squares’ founding tenant.

When Pentagram was brought on to conceive the façade identity for The New York Times Building, it was obvious that signage should be integrated with the building’s innovative brise soleil, a curtain wall of white ceramic rods designed to control light and heat intake.

The New York Times Building Façade

Honor Award
The New York Times Building Façade, Forest City Ratner Companies, Pentagram

Times Square gained its latest sign when the logo of The New York Times was installed on the Eighth Avenue façade of its new Renzo Piano-designed headquarters tower. But what looks like a simple sign—if a 110-ft.-long logo set as a 10,116-point version of the newspaper’s iconic Fraktur font can be called simple—is actually an intricate skin assembled from nearly a thousand separate custom-designed pieces, each a painted, extruded aluminum sleeve 3 inches in diameter.

Pentagram
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