The Empire State Building is undeniably one of the most recognizable buildings in the world, named both America’s favorite building by the American Institute of Architects and one of the Seven Wonders of the Modern World by
the American Society of Civil Engineers. Soaring to a total height of 1,454 feet, its Art Deco style has been a focus
of the New York City skyline since its opening in 1931. While over 20,000 people head to the building everyday to work, making it the second-largest single office complex in America after the Pentagon, the Empire State Building’s fame is as a major tourist attraction, with more than 110 million visitors to the observation decks
on the 86th and 102nd floors.

Poulin + Morris created an environmental graphics program for the renovated space that refers to the building’s history while guiding the visitor to use 21st century technology. The Empire State Building Experience’s new visual identity and logotype are in keeping with the architectural vocabulary of the building’s Art Deco interiors. The sense of arrival at the entrance of the Empire State Building Experience has been reinforced. Guests are guided through each decision point, providing reassurance that they are moving correctly through the complex space and multiple queues. Visitors are encouraged to interact with the building online; the graphic murals provide information on wifi, hashtags and social media links, and a new app guides users through all aspects of their visit. Now, as guests move through multiple lines on their way to the breathtaking views of New York City, they see the new branding and identity, iconic imagery of the city layered with letterforms, and are reminded to share their experience via social media.