The story behind the Block Association’s graphic identity

2021

Design given by a neighbor

In November 2021, the Block Association introduced a new graphic identity designed by Gramercy neighbor Michael Gerbino and his firm, Archigrafika. Arlene Harrison’s announcement thanked him for donating his time and the support of his company as the Block Association adopted the design.

The logo, website, email newsletter and posters adopted the new identity, making the Block Association’s messages easier to recognize.

The initials GP formed an abstract tree. Lettering on the memorial fountain dedicated to Samuel B. Ruggles inspired the typography beneath it, while the green palette referred to the Park’s vegetation.

The announcement paired the new identity with a photograph of the fountain. It made the relationship visible: a contemporary neighborhood organization drawing on details already part of the place it serves.

Gerbino’s connection with Gramercy extended to work for local institutions, businesses and residences. The Block Association’s letter placed the identity within that wider contribution to the neighborhood.

Gerbino’s contribution continues a history of neighbors offering their professional skills to the Block Association.

2022

The identity becomes an everyday object

A December 2022 letter showed the logo on the Block Association tote bags and again credited Michael Gerbino and Archigrafika. The bags accompanied that year’s membership and fundraising campaign, alongside the neighborhood calendar.