Brooklyn Free Space
Visual Identity

Brooklyn Free Space
Brooklyn, NY

Design Direction
Design

Brooklyn Free Space (BFS) is a cooperative preschool in Brooklyn, New York. Based on the understanding that children learn best through play, BFS provides space for experiential and relational learning, inspired in the Reggio Emilia educational philosophy. With the new visual identity, we wanted to reflect the open-ended and process-oriented spirit of the school, and to honor the tenets that have guided the school for over 40 years: exploration centered around the child, grounded in play.

The three overlapping forms of the logo can also be understood as five forms – two additional forms where the colors overlap – and can be taken apart and reconfigured in various combinations.

/ Design Detail / The new logo is based on forms created by BFS children during a light study. The tilted rectangle form at the top of the reflected circles both acts as a shape, and suggests a piece of tape – which gives dimension, or an object quality to the form, as though two circles are taped together. The naivete, and the origin (BFS children) of the forms, reinforces the age group, and the informality and layering speaks to ‘free’ space.