Clean City Alliance

Brand Identity

Brand identity for a philanthropic initiative dedicated to cleaning high-traffic commercial areas across the city.

This summer, NYC Mayor Eric Adams, in partnership with New York City Department of Sanitation (DSNY) and the Sanitation Foundation, announced the launch of Clean City Alliance, a major new philanthropic project focused on cleaning high-traffic commercial areas across the city. Starting in Crown Heights and Bedford Stuyvesant, with a plan to expand to all five boroughs, Clean City Alliance sends dedicated cleaning teams to business corridors year round, keeping sidewalks and streets clean and clear where New Yorkers live and shop.

After previously working together on the identity for The Sanitation Foundation, the organization came to Pentagram once again to help bring this unique project to life with a distinct visual language. Inspired by the many individuals who will be doing the needed hard work, Pentagram leaned into a classic symbol of NYC neighborhoods everywhere: the crosswalk sign. With a slight tweak, the classic crossing person became a street sweeper in action, creating a mark that feels timeless, uniquely ownable and honors the workforce at the same time. 

In keeping with the existing SF guidelines, the design team created a clear and simple wordmark that leveraged Helvetica Neue and leaned heavily into Sanitation Green, black and white to differentiate the brand from other existing cleaning projects throughout the city. A clean system puts the focus on the icon and logo front and center, cementing this new initiative in New Yorkers’ minds as they begin to see the crews in action across the city.

Keeping New York City clean improves the city for all of us, fostering a sense of pride in local communities and creating safer, healthier spaces for residents in every neighborhood. “Every part of our city deserves to be clean — every street and every neighborhood,” said Mayor Adams. We couldn’t agree more, and Pentagram is happy to support the Sanitation Foundation’s latest initiative.

New York
Emily Oberman
Project team
Greg Morrison
Katherine Killeffer
Anastasia Kharchenko
Samantha Infante
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