Role: design team member
NYU Perstare Font Design
Contributed to the development of NYU Perstare, a custom typeface designed to strengthen and unify New York University's visual identity. Its name, drawn from NYU’s motto, perstare et praestare (to persevere and to excel), is a nod to the NYU spirit of persistence and ingenuity.
Rather than relying on standard institutional typography, we looked to the surrounding city for inspiration—designing the letterforms using the underlying structural grid, angles, and geometry of the New York City subway system map.
The Approach
Designed with versatility and longevity in mind, NYU Perstare was built to support everything from editorial layouts and marketing materials to digital experiences, creating a distinctive and consistent visual voice.
The Outcome
NYU Perstare became a foundational element of the university's visual identity, helping create a more cohesive brand experience across schools, departments, and communications.
