BrandKnew September 2013 April 2014 | Page 31

brandknewmag.com 30 Chelsea, the sort of theater/gallery district, rebranded as Chase Bank. Pity the East Village, once grungy, now, not so much. Well, at least FiDi was never much of a cultural center. Though a few remnants of the old Greenwich Village survive, there are certainly Starbucks there as well. Perhaps the most famous logo of them all. Gramercy is these days indeed littered with Subway sandwich shops. Gap’s logo would only work for three-letter neighborhoods--LES (Lower East Side), UES (Upper East Side), and UWS (Upper West Side). James Taylor, the designer of these logos, told us that he picked Harlem for the Staples logo because the only recognizable part of the Staples logo is the capital letter L.