Paula Scher and team have designed a new identity and website for Rare Violins of New York, an internationally renowned dealer and restorer of rare antique and contemporary violins, violas, cellos and bows. Located in Carnegie Hall Tower above Manhattan's storied performance center, Rare Violins is the premier destination for instruments of the highest quality and craftsmanship.

The design team started by redrawing the previous logo, a seahorse inspired by the carved scroll at the neck of members of the violin family of instruments. The updated logo is a streamlined version that acts as the centerpiece of the new website. 

The other key feature of the revamped website is photography and video by Sasha Arutyunova. From intimate portraits of the instruments and their players, to authentic looks at the restorers at their workshops, these visuals help tell the story of authenticity and artistry at the heart of the brand. The site is tied together with Le Beaune and Dédale by 205TF, a pair of elegant serifs that complement the timeless identity. 

The new Rare Violins website will be live soon!