Color Palette: 
The reimagined logo for the NYC AIDS Memorial was inspired by the using the imagery of the fountain in the center of the triangular canopy and Walt Whitman’s poem circling the fountain. We had agreed that the original monument was disconnected from its visitors and the park itself. Without any context of the description next to the structure, it is easy to walk past it thinking no more of it than a modern sculpture. While the abstract and minimal design is pleasing to look at, it does not provoke any thought or emotion about the issues related to the disease. The reflecting image of the fountain and the poem circling around it, however, is an element that pushes the viewer to literally see their own reflection in a monument regarding a disease that may or may not have affected them. In contrary to the solid, blank, and rigid structure, the reflecting fountain provides a personal touch. For this reason, we thought to design a logo that resembles the fountain. We have chosen a palette of blue and yellow to represent the colors of the sky, provoking thoughts of reflection and remembrance.
