High Line Art
High Line Art is the public art program produced by Friends of the High Line. HLA presents original works for site specific installations that engage the architecture, horticulture and community. Ever since its opening in 2009, the High Line has been a necessary stop on any Chelsea gallery tour.
OCD worked with curator Cecilia Alemani and the project team at HLA to develop an identity system for the program as well as signage, collateral, merchandise and the website. The trick was to sync with the existing High Line brand without diluting it.
With Paula Scher’s blessing, the High Line “H” was extended to one more letter in the alphabet. HLA got a High Line “A” as well as a proportionally less green palette and very clear usage guidelines.