Bridge 4 Overview

Columbus Circle Monument Redesign

Above is a gallery showing the development process from a sketch to the final prototype. Going into the brainstorming aspect of this project I knew I wanted to abstract Columbus out of the monument and replace the focus with a more universally respected symbol such as a ship or a native american. I ultimately chose a ship because I wanted to acknowledge and commemorate Columbus’s voyage. However, I designed a few versions of the prototype including native americans but found their implementation too controversial. With the ship as the symbol solidified I began researching the ships used in Columbus’s voyage. What you see in the final execution is Santa Maria, Columbus’s main ship, suspended by a cement plaque accessible to read by wooden planks that bridge the circular pool underneath.

My contribution to the final brochure included the name “The New Monument”, my written description of my monument, the logo, as well as the description of my souvenir which was the Pennant flag.  The most difficult aspect when creating these pieces was designing the logo. I wanted to create something that lent it self well to the idea of a brand ecosystem and that consisted of multiple elements that could be abstracted and still uphold the brand’s image. What you see is a traditional colonial seal mixed with a modern layout and the native american color scheme. Each color representing the circle of life as well as the four directions on a compass rose. These colors can be arranged and presented in any combination and still portray The New Monument’s identity.

Above is a gallery showing my development process for my two souvenirs. On the very left is The New Monument coffee mug, which is meant to be a purchasable item. Sold for 15$. A perfect gift that can be used everyday. On the right of the mug is The New Monument Pennant Flag. Which is essentially a free item given to those who visit the monument. Pennant flags traditionally represent sports teams and distinguish what team a person may be rooting for. Applying this concept to marketing and you end up with an easily producible item that every can own and portrays your brand.