Parsons School of Design
BFA Communication Design
Thesis 2013

The NEW New
Yejin Lee

This new branding for The New School seeks to elevate the university’s character, symbolize a constant renewal, and display the unity of its seven divisions while demonstrating each division’s individual character. In the new identity of the university, the word ‘NEW’ is really highlighted by giving it more complexity with deeper definitions. The new form of ‘NEW’ has the layered ‘NEW new’ (an upper and a lower case form). The updated ‘new’ recovers the ‘NEW’ again. The two forms of ‘new’ and ‘NEW’ separate themselves from each other with distinguishing colors. In addition, the overlapped parts of the two forms carry a third color, so that the two forms are divided even more dramatically. The layered ‘NEW new’ indicates that the previous new thing becomes new again, reflecting the history of the university. Including the original orange color of The New School, the updated ‘new’ on ‘NEW’ rotates the eight colors, which are commonly associated with each field of study. It is a simple logic that one design reproduces in different senses. The new identity is successfully applicable to various materials and products. The playful and lively patterns of the identity promote the university’s brand and the distinction of the seven divisions. Seven ‘New Books’ would be given away in each of the seven divisions, each of them are specially designed and edited for students in different fields of study.

Jonathan Abbo

Nick Abreu

Silao AJ Afano

Amel Afzal

Jeongkyun Ahn

Frederico Afrange de Andrade

Cynthia Bacall

Piper Black

Shravika Bothra

Zipporah Burman

John Bussiere

Noelle Campbell

Susana Castro

Nate Cepis

Yi-Shan Chang

Lisa Seoyeon Cho

Paul Jay Choe

Sara Chou

Saiq'a S. Chowdhury

Iee Deun Eden Chung

Caitlin Clingman

Evon Coleman

Rachel Cutler

James Czyz

Mae Decena

Stephanie De Jesús

Jonathan De La Rosa

Carlos De León

Kristie DeLouise

Dawa Dolma

Erica Efstratoudakis

Alexis Dawn Ely

Beril Esin

Sofia Falcon

Francisco Flores

Erik Freer

Ying Joyce Fu

Carina Giacomelli

Ermioni Giakou

Isabel Castillo Guijarro

Alex Hack

Shaobo Han

Paulina Ho

Lauren Hodges

Jenny Holt

Vicky Huang

Jess Hutchison

Joanna Izzo

Hasita Kamlesh

Elizabeth Kenney

SoJung Kim

Jihae Kim

Michelle H. Kim

MJ Minjung Kwon

Alleson Lai

Alfred Lam

Yejin Lee

Michael Leng

Christina Lu

Chris Lunney

Maketa Mabane

Amanda Maduri

Sara Maier

Tara Mann

Jenn Martins

Caroline Mathews

Andrew McCausland

Anna McKendrick

Bryan Meador

Melanie Mencarelli

Julio Montás

Jenni Mällinen

Burak Nehbit

My Nguyen

Jacqueline Oh

Melisa Ozkan

Boram Park

Caroline Partridge

Xing Hai Piao

Brenna Pladsen

Stephanie Porzio

Rocco Rada

Jay Ramirez

Joelle Riffle

Elizabeth Rodriguez

Yvonne Romano

Juan Carlos Santos Andrade

Ariel Scala-Perykasz

Shelly Seroussi

Betty Shang

Leslie Shapiro

Jennifer Haesoo Shim

Jeemin Shim

Amos Shin

Ben Shotwell

Robyn Silev

Nika Simovich

Axel Hammarskiöld Spendrup

Lesley Sakinah Steele

Naomi Sundberg

Britt Tapsall

Sabina Telagis

Daniel Bogre Udell

Azalea Vaseghi

Will Warner

Courtney Wells

Belinda Whiteman

Bryce Williams

Anita Wong

Chu-yi Wu

Giselle Nari Wynn

Katherine Yaksich

Kyungwon Yang

Emily Zhong

Michael Zoppo