NEW YORK CITY — Today, the New York Convention Center Operating Corporation, which operates Javits Center, unveiled a new brand identity for the venue, which is celebrating its 40th anniversary.
This effort also coincides with President and CEO Joyce Leveston, CMM, CVP’s, one-year anniversary at the venue.
The refresh launches “Javits on the Hudson,” a new campaign that spotlights Javits Center’s transformation into a dynamic waterfront destination and reinforces its role as a global hub for commerce, culture and community in the Big Apple.
Appropriately, a Gold Apple, a symbol that has been long associated with Javits Center, will be at the center of this new brand.
The venue’s new visual language is inspired by the Hudson River, the building’s glass facade and the movement of people and ideas, and also references its rooftop green spaces, bird-friendly glass and waterfront setting.
“This rebrand is about Javits Center being a place maker,” Leveston explained. “It is the storytelling about who Javits Center is today versus who we were in the past. Javits Center has been an agent of change — always moving forward and setting the standard. That kind of momentum does not just happen by chance. It is driven by an exceptional team whose expertise, creativity and dedication are reflected in everything they do. This rebrand is a tribute to them —the people behind Javits Center — and all that has been made possible because of their efforts. The Javits difference is felt in every aspect of what we do.”
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On top of visual changes, this refresh highlights Javits Center’s continual evolution as a civic and economic engine for its host city.
The brand is guided by these core themes:
- A Center for Inspiration: a flexible campus that supports world-class events and experiences across industries.
- Connections Into Movements: a place where gatherings spark new ideas, partnerships and cultural movements.
- People-Powered Excellence: a workforce and community that power the success of every event and experience.
- Sustainability Meets Heart: a national leader in sustainable operations, from its green roof habitat to energy and waste initiatives.
“Javits Center isn’t just supporting New York; it is a reflection of it,” Leveston explained. “From the ever-evolving Hudson Yards to the High Line that stretches through the Chelsea neighborhood interconnecting the venue with the hottest restaurants and experiences along the Hudson River, our brand refresh brings all the elements of what makes Javits Center unique together. It connects our people, our sustainability initiatives, our waterfront location and the unmatched energy around us.
“Timed with our 40th anniversary, this moment is both a celebration and a catalyst for change. For four decades, Javits Center has been a cornerstone of New York’s cultural and business landscape. Now, we are building on that legacy with renewed energy and purpose, setting the stage for the future ahead.
“More than a rebrand, it is a nexus of possibility. It is where people connect, where great ideas ignite and where opportunities take shape. This new Javits Center is where the energy of New York comes alive — and where the possibilities are endless.”
Want to learn more about Javits Center’s new brand and Joyce Leveston’s plan for its future? Click here for her full Q&A with TSE.
Featured Photo Credit: Courtesy of Javits Center
