All-female Pentagram team designs branding for a women’s social club in New York

An all-female team at Pentagram New York has designed branding and products for The Wing, a new women’s social club in New York.

Emily Oberman and her team developed the brand identity, apparently drawing on the history of suffrage graphics to create a “visual personality that’s smart, empowering, and fun”. The project included designing the logo, printed material, interior graphics, website, and the packaging for a range of branded products.

The identity uses a series of 30 different W’s, to embody the “eclectic” personalities of its members, spanning various classic and contemporary styles of typography including Alpha Sausage, Cottonwood, Mythos and Retail Script, plus the Wonder Woman symbol.

The logotype and primary typography is set in sans-serif font Bianco, with the W of Wing set in the serif version, “to give the letter little wings”. Bianco Serif is also used for the secondary typography and text. The hero W is a redrawn version of Cruz Swinger.

The colour palette uses pale pastels with a main brand colour of pink, “reclaiming a polarising colour for many women but in a cool, modern hue”. This is used against secondary colours of mint green, navy blue, grey, black and mustard yellow.

Emily worked with The Wing’s founders Audrey Gelman and Lauren Kassan to develop an identity that “would appeal to a diversity of women without pandering or being stereotypical” and aims to be “scholarly, elegeant and feminine”.