Have you heard about The Wing?
It’s a relatively new social club / co-working space for women in Manhattan, founded by Audrey Gelman (whom the New York Times once dubbed “girl most likely”…seriously, she seems to have the energy and drive of a super human) and Lauren Kassan. Their mission? To make lady clubs cool again.
While the millenial-pink couches and Aeosop-stocked showers are big draws, I would be remiss not to mention what I think is the coolest part of the whole endeavour: the branding.
Done by an all-female team led by Emily Oberman at Pentagram, the thought process was to create a visual identity that would appeal to many different women. From Pentagram: “The Wing logo takes the form of an iconic letter “W,” a simple monogram that also references the familiar signage for a women’s room. But the identity utilizes a series of 30 different W’s, a nod to the eclectic makeup of the membership and its diversity of perspectives and different voices. The W appears in a wide array of historical and contemporary W’s, everything from Wonder Woman’s distinctive wing-spread symbol to unusual typefaces such as Alpha Sausage, Cottonwood, Mythos and Retail Script. The wide-ranging W’s introduce an element of visual surprise that keeps the identity fresh and unpredictable, and endlessly flexible.”
“…membership cards have been produced in three different styles, so members can choose their favorite, and come in slipcases labeled ‘New York Woman.'”
“The cheeky tone of voice is offset by a look and feel that is simultaneously scholarly, elegant and feminine. The color palette is a pale take on pastels, inspired by paper goods like stationery and cards—classic ways of communicating. The main brand color is pink, reclaiming a polarizing color for many women, but in a cool, modern hue. The precisely considered secondary colors include mint green, deep navy blue (Oberman describes it as “ballpoint-pen blue”), gray and black, with golden mustard accents.”
Perhaps my favorite detail? The custom illustrated wallpaper in the beauty room by Brooklyn illustrator Joana Avillez.
Oh oh, and the “W” embedded in the café tables.
This place is so cool it hurts.
*All images from Pentagram