Sydney New Year’s Eve Logo

New Year’s Eve celebrations are Sydney’s flagship event. The letters in “SYDNEY” offered a unique opportunity for a double-take “surprise and delight” moment. By swapping the Y and E, we could create “SYDNYE”—incorporating the acronym for New Year’s Eve. The dynamic typography of the logo alludes to the year coming to an end and the coming new year through the scaling letterforms. The logotype is designed to be used in several orientations: horizontal, stacked, and split up and used as a framing device on communications material such as posters, printed material, and digital media.