SOURCE: Red Peak Branding

Red Peak Branding

November 22, 2013 11:38 ET

Free Arts NYC Unveils New Logo and Brand Identity Created by Red Peak Branding

40+ Artists, Designers, Illustrators Collaborate in the A to Z Project

NEW YORK, NY--(Marketwired - Nov 22, 2013) - Free Arts NYC (, a non-profit provider of educational arts and mentoring programs to underserved kids, announces its new visual brand identity and logo, created through The A to Z Project, a year-long collaboration of diverse leading artists, illustrators and designers committed to the spirit and belief that art can be transformational in children's lives.

Red Peak Branding, a unit of Manhattan-based Red Peak Group ( developed the new logo and brand identity using letters, symbols and numbers created by over 40 New York City-based artists, including fashion designer Cynthia Rowley, typographer Tony DiSpigna, street artist Eric Haze, graphic designer and educator Michael Bierut, architect Michael Arad and illustrator Izak Zenou (full list of participants here: Together, the 45 letters, numbers and symbols form an exquisite typeface that is the foundation of the new logo and brand identity. The original artworks were auctioned last evening at a fundraising event in New York City for Free Arts, hosted by Harper's BAZAAR magazine. Prints of each of the pieces, and other related merchandise, are available for sale at as of today, November 22, 2013.

"The artists who have created our unique typography represent what our programs seek to instill in the youth we serve: the importance of building up an authentic and confident voice through the arts," said Liz Hopfan, Executive Director, Free Arts NYC.

Explaining the A to Z Project's genesis, James Fox, CEO of Red Peak Branding said, "As a board member of Free Arts, I know just how important Free Arts is in transforming kids' lives through the power of arts education. As CEO of a design firm it seemed fitting to contribute by engaging the power of the design community to create a custom alphabet that would not only draw attention to Free Arts but could become a source of income through merchandise now and in the future."

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