Yale Schwarzman Center
Identity, website, generative design software, signage and collateral
Opened in late 2021, the Yale Schwarzman Center is the university’s first-ever student life and arts space, housing multiple dining spaces, bars, ultramodern performing arts venues and informal gathering places for students. It was established as a showcase and social venue, accommodating everything from world-class performances by major artists to student performances. Programming is diverse and interdisciplinary: music, dance, theater, comedy, visual art and interactive installations.
Thanks to a generous gift by The Blackstone Group CEO Stephen A. Schwarzman, the spaces have been renovated by renowned architects RAMSA—the center now encompasses the Yale University Commons, Memorial Hall, Woolsey Hall, and Hewitt Quadrangle.
FAY was commissioned to further develop the center’s visual identity and website, building off a simple graphic framework (wordmark and typographic system) established by Michael Bierut and team at Pentagram. FAY’s expanded visual identity system balances this original vision, the university’s existing design voice and a new look and feel intended to resonate with students. FAY designed the center’s website, on- and off-screen signage and continues to design collateral for each season—including advertising, posters, banners, brochures, digital assets and a yearly magazine.
Commons dining hall between 1900 and 1906. Photography by Detroit Photographic Co.
Commons dining hall balcony in 2021, post renovation
Robert Stern and his New York-based firm Robert A.M. Stern Architects (RAMSA) led the transformation of a neoclassical Carrère and Hastings building at the heart of the university’s Connecticut campus into a hotbed of dining and theater
The center’s wordmark, typeset by Yale’s Office of the University Printer, adheres to the university’s typographic standards and brand architecture
Yale Display is an adaptation of the Yale typeface, optimized for large sizes. It leads the center’s typographic palette, and is supported by Mallory (the university’s sans serif typeface) and Monument Grotesk Mono
Grounded in Yale’s signature blues, the palette expands to a variegated spectrum, an expression of the center’s commitment to diversity and inclusivity
Expressive type announces the center’s offerings and seasonal performances
With limited photography during its mid-pandemic launch, a simple, geometric illustration style depicts the center’s offerings: meet, eat, collaborate and experience
A modular sticker pack evokes the inaugural season’s layout strategy
The first season’s theme, “Break bread, break boundaries,” physically breaks the boundaries of the color-blocked layout strategy. This visual treatment extended across all the collateral created for the season, like this series of street banners
Mockup of the hoarding design that was later deployed
439 linear feet of hoarding announces the center while RAMSA completes renovations
Full website design, featuring an unconventional parallax scrolling experience, readymade for highlighting the center’s multi-dimensional offerings
Posters announcing the season’s performances
Following its soft launch during the pandemic, the center hosted an opening celebration for the Yale community. FAY developed an extended event-specific identity, which included print collateral, signage, animations, staff uniforms and swag
Yale University President Peter Salovey appears at the YSC podium followed by donor Stephen A. Schwarzman
On site, a digital signage system displays each venue’s changing menus
The signage suite’s color palette, inspired by the surrounding architecture, ensures it melds seamlessly into the center’s spaces
Published annually, YSC MAG announces the center’s upcoming season alongside bespoke editorial content. Its design extends from the center’s core identity, with a lively layout and kinetic mix of type
The debut issue, distributed across campus and beyond
Project team
Aron Fay
Will Ferguson
Client team
Yale Schwarzman Center
Yale Hospitality
Office of the University Printer
Collaborators
Pentagram
Four Kitchens
Photography
Brian Kelley
Lotta Studio