central square brand identity

problem

Located between MIT and Harvard in Cambridge, Central Square has long been a stretch of Massachusetts Avenue that’s hard to summarize. It’s a place where people work, live, and experience everything from belly dancing to indie bands and eat everything from tacos to tandoori chicken. With some of the area’s most iconic clubs, restaurants, and independent businesses lining the street, Central Square will soon become a Business Improvement District (BID) with an aim to improve the area. Central Square offers so many different experiences to so many people, so how do we visually convey that ever-changing quality?

solution

Working with the Cambridge Redevelopment Authority and the Central Square Business Association, we created a new brand identity for Central Square that is as energetic as the area itself. The logo takes a “C” shape with lines that radiate from a central point and burst outward, reflecting the vibrancy and spontaneity of Central Square. The multi-color palette references the most iconic spots in the neighborhood. The brand has the flexibility to morph and change to reflect the dynamic nature of the experiences found in the Square both day and night. Stay tuned for more as the BID moves forward!