June 15, 2021
NY NOW debuts new branding in August

NY NOW has unveiled a new brand identity and plans for an enhanced on-site experience as it prepares to welcome vendors, buyers and media back in-person at the Jacob K. Javits Center on Aug. 8-11, 2021. Designed in collaboration with globally renowned design studio Pentagram and recently appointed Creative Director Brad Ford, NY NOW’s new branding debuts across all digital channels, capturing the energy, excitement and variety of the event while signifying the evolution of the gift and home industry, and reopening of New York City’s businesses.

NY NOW rebranded logo image

“NY NOW is a timeless brand and truly a landmark event with a long-standing history of bringing products, people and ideas from around the world together to connect, discover and be inspired – creating a unique destination for discovery and generation of commerce for the industry. As we all recover from the pandemic, we are seeing all markets come back smaller; but, as the first event to run at the Javits Center upon its reopening, we noticed an opportunity to reset and create an experience that heightens the sense of possibility, surprise and excitement – all while celebrating the reopening of New York City,” said Tim Hart, senior vice president of NY NOW. “We have worked closely with Brad and Pentagram to develop and deliver an incredible new brand identity for NY NOW, and we are thrilled to unveil it to our community and welcome them back for an enhanced experience at this year’s event.”

Pentagram Collaboration

Having developed dynamic campaigns for some of New York’s most distinguished institutions including The New York Times, Saks Fifth Avenue and the New York Jets, Michael Bierut’s team at Pentagram is deeply rooted in the inherent excitement and continuous evolution of New York City. Pentagram’s design for NY NOW is a vibrant visual identity inspired by the spirit of discovery and surprise that draws exhibitors and attendees to the biannual market event. Pentagram’s team collaborated closely with NY NOW’s Creative Director Brad Ford to develop a visual parallel to the market experience, consisting of spontaneous encounters, rich variety, plentiful choices and exciting offerings — drawing upon New York City’s reemergence and its building sense of celebration as in-person events return. Supplementing NY NOW’s existing logo, the newly designed and dynamic graphic system proposes the concept of ‘now’ as an ever-changing idea, reflected by a variety of styles, typefaces, motifs, colors and scales, and affirms that NY NOW, and the gift and home industry, is always evolving.

NY NOW launches rebranding

“What makes New York City the nation’s design capital is the excitement generated by the irresistible destinations like NY NOW. As the city, the country and the world reopen, it’s been an honor to collaborate on the reinvention of the NY NOW brand, creating a visual language that reflects the surprise, excitement and energy of the one-of-a-kind event,” said Pentagram Partner Michael Bierut.

“It has been a pleasure to partner with Pentagram on our rebranding initiative. During the collaborative creative process, we found a way to visually articulate what makes NY NOW a key convener of the small business community, all the while rethinking the overall experience and fostering an inspired environment that truly excites attendees,” added Brad Ford, creative director for NY NOW. From the moment people enter the Crystal Palace, we hope to engage the senses through beautifully designed and selectively curated product displays that celebrate the diverse assortment of brands represented at NY NOW. These elements are the foundation for the future of the market as we work to create a more enjoyable and interactive experience for all and continue to develop these initiatives in the years to come.”

On-site Product Display Opportunities

Furthermore, NY NOW announced details surrounding new on-site product display opportunities designed to serve as a celebration of consciousness as we emerge from the pandemic with a new sense of consideration and deeper meaning. Upon entering the soaring, glass-enclosed Crystal Palace space at the Javits Center, attendees will be presented with an artful display of products representing NY NOW’s eleven sections. Curated by Brad Ford, the carefully selected product assortments will further inspire attendees’ sense of diversity and discovery as they begin their NY NOW experience.

On the show floor, NY NOW will present a collection of emerging destinations, dedicated showcases of up-and-coming brands and artisans, distinctively displayed to celebrate emerging talent and support the small business community.

The emerging destinations include:

Accent on Design Incubator

  • First Taste
  • GCA Village in partnership with the Greeting Card Association
  • Gift Incubator
  • Indienow
  • Rising Artisans
  • Stationary Incubator

An assortment of coveted items from the 365 NY NOW Digital Market will also be on display, offering digital participants a unique opportunity to have a physical presence with a sampling of their best sellers and increasing the product range on offer to buyers.

Featured Brands at NY NOW

  • Accent on Design: Ameico, Assouline Publishing, Kikkerland
  • Accessories: Barefoot Dreams, Julie Vos, Latico Leather
  • Artisan Resource: Fair Trade Chile Women Entrepreneur, Ghana Export Promotion Authority, Mia Peru (Rising Artisans)
  • Baby + Child: Mon Ami Designs, Sweet Wink, Wee Gallery
  • Handmade Designer Maker: Axiom Glass, Kent Stetson, Philippa Roberts, Zpots
  • Gift + Stationery: Design Work Collective, Harper Group, NY Puzzle Company, Peter Pauper Press, Sarah Bee Company, Ty
  • Handmade Global Design: Aid Through Trade, Matr Boomie, Swahili African Modern, WorldFinds
  • Home Design: Alashan Cashmere, Bokara Rug, Cody Foster, Nicolette Meyer
  • Luxury Lifestyle: Dana Kellin, Gurhan + John Varvato, Rachel Atherley
  • Tabletop: Be Home, Kiss That Frog, The Bodrum Company, Zafferano
  • Wellness: Earth’s Elements, Geo Central, Nippon Kodo

NY NOW will be the first event hosted at the newly expanded Javits Center upon its reopening this Summer. The event will be operated in accordance with capacity and safety protocols established by the New York State Department of Health. Additional information on the Javits Center’s health and safety guidelines can be found here.

More information about the market and how to register can be found at To inquire about exhibiting at the upcoming NY NOW Summer 2021 market, please contact Emma Smith at [email protected].

75 Applewood Drive, Suite A
P.O. Box 128
Sparta, MI 49345


Stationery Trends Summer 2021 cover image
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