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Made in NY

branding graphic design company new york

Client The City of New York Mayor’s Office of Film, Theatre and Broadcasting (now New York City Mayor’s Office of Media and Entertainment)
Product Made in NY mark
Medium Print, Broadcast, Merchandising
Duration Fall 2003—Spring 2004
Team The core design team consisted of: Rafael Esquer, Geoff Reinhard, Jon Kamen (@radical.media, New York)

Project Brief

As the first film commission in the country, the Mayor's Office of Film, Theatre & Broadcasting is the one-stop shop for all production needs in New York City, including permits, free exterior locations and free police assistance. The agency markets NYC as a prime location, provides premiere customer service to production companies and facilitates production throughout the five boroughs. Whether production companies are shooting a feature film, a commercial, a television show or a music video, the Mayor's Office of Film, Theatre and Broadcasting serves as an invaluable resource to the New York City entertainment production industry.


“Made in NY” is a campaign for the Mayor’s Office of Film, Theatre and Broadcasting to support their initiative to attract film and television studios to produce work in New York City. The mark and graphic identity system became the basis for all of the City’s production-related promotional materials.

The City of New York is home to the most innovative creators in the world. The “Made in NY” initiative celebrates New York City’s evolving media & entertainment industry, highlighting the importance of the sector to the local economy through public service campaigns, marketing efforts and educational and workforce development programs.


The city wanted something simple, memorable, and timeless, which were the qualities that drove the design of the “Made in NY” mark.

As a kind of “seal of quality” from the City, Rafael Esquer created a mark with which every New Yorker would identify and feel proud of. The inspiration came from urban artifacts—things that are imbued with everyday life and New York nostalgia, that suggest the true grit and energy of the City and its people. In the end, we found our muses in the classic subway token and manhole covers


With any new, wide-reaching program, having no precedent is challenging, while at the same time providing a wealth of opportunity. Our situation was no different.

An added difficulty, though, was the fact that Esquer and his team at @radical.media had just designed the identity for the Mayor’s Office of Film, Theatre and Broadcasting. The “Made in NY” mark had to relate to it closely, while staking its own territory. We stressed the relationship between the two by using a consistent shape, a circle.


The logo is a “Mark of Distinction” awarded to qualified production projects where at least 75% of the overall production was made in New York City. Nearly 200,000 shooting days have been logged in NYC since the campaign launched.

Beyond Results

New York City has grown to become one of the world’s largest production centers, serving as host to film, television, commercial, musical and theatrical productions. Today, New York City’s production industry generates over $7 billion annually and employs over 130,000 people.

Committed to strengthening the city as a global hub for innovation, in 2013, Mayor Michael R. Bloomberg expanded the “Made in NY” mark to welcome and support the local tech community. Companies with at least 75% of their development in New York City are eligible to add their names to the growing “We Are Made in NY” list.

Service Provided

Logo design

branding graphic design company new york

branding graphic design company new york

branding graphic design company new york

branding graphic design company new york

branding graphic design company new york

branding graphic design company new york

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