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central square brand identity


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


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 vibrance and spontaneity of Central Square. The multi-color palette references the most iconic spots in the neighborhood. The website serves as a listing of everything that’s happening there with the background changing from day to night to reflect the dynamic nature of the 24/7 experiences Central Square offers.