The Prudential Center is a landmark that has defined the Boston skyline for over half a century – a vibrant business, retail and dining hub in the heart of historic Back Bay. In 2016, owner and developer Boston Properties asked Korn Design to refresh the Prudential’s visual identity system, in concert with the opening of a new building at 888 Boylston Street and an ambitious re-imagining of its retail and restaurant offerings. Drawing inspiration from the convergence of architectural patterns found here, Korn designed a bold new logotype that visualizes this Boston icon through the angular cropping of custom-designed letterforms. Korn was also asked to conceptualize a method of launching the new brand, indicating that something exciting was evolving as the complex underwent construction.

Korn designed a flexible series of signature patterns inspired by signature architectural details of The Prudential Center, which were translated at different scales as a series of overlapping panels to create dynamic and varied compositions that were easy to move and adjust as the construction progressed. These panels framed the new logotype while effectively highlighting the expectation that something new and exciting is coming. The new visual identity captures the energy and excitement of the Prudential Center Back Bay with stature and grace, as it evolves into its next century of influence. Inspired by architecture, fashion, and the movement of people within the physical space, it is a perfect reflection of this new shining and dynamic place in the heart of Boston.