Brand

Build with the census.

The marks, the palette, the type, the words and the rules, in one place, so anything made about NEW YORKERS looks and sounds like NEW YORKERS. Press, partners, collectors and community accounts: take what you need.

01 · The marks

The eye is the sovereign mark. The wordmark carries it as the O.

MLOW wordmark · white on dark

MLOW wordmark · black on light

The blue evil eye · true color

The Blossom sigil · white

The Blossom sigil · black

The share card · 1200 by 630

Never rebuild the wordmark in type, never stretch, skew or recolor it, never put it on a gradient. Clear space is the height of the eye on every side. The eye never moves and never blinks in a still. The Blossom sigil is the community mark; it sits beside the eye, never in place of it.

02 · The palette

Black and white do the work. Two accents, never more, never warm.

Ink#0D0D0D

Cloud#F0F4F8

Evil Eye Blue#2962FF · primary

Cyan#00E5FF · highlight

Shock Pink#FF2E63 · buy, claim

Acid#D7FF1F · badges, eggs

Card#141820

Divider#2A3040

Slate#8899AA · muted text

03 · The type

Three faces. One job each.

Display · FrauncesEvery New Yorker gets a portrait. Even the villains.

Interface · Space GroteskButtons, menus, body copy on the site and the labels in the museum. Sentence case in copy, uppercase with wide tracking on buttons and kickers.

Data · IBM Plex MonoNO. 0521 · ERA I · DEGENS · MANHATTAN · THE CITY IS WATCHING BACK

All three are open source on Google Fonts. In a document with no web fonts, fall back to Georgia, Arial and Menlo in that order.

04 · The words

Say it the way the census says it.

The nameNEW YORKERS by MLow. In running copy, NEW YORKERS in caps. Never "New Yorkers NFT".

The lineEvery New Yorker gets a portrait. Even the villains.

The thesisThe city has been watching you your whole life. It turns out it was taking notes.

The askGet counted.

The mechanicFirst THE COUNT. Then THE CLAIM. The artist appends, you pin.

The museumWalk the city as a gallery. Every New Yorker hung where they were counted.

The reading roomNew York, on the record.

The disclaimerArt, not an investment product.

05 · The rules

Nine rules that keep it ours.

No dashes. Never an em dash or an en dash in anything public. Commas, colons, periods.
Two sentences. A character description is two sentences and the second one lands bare.
Numbers are computed, never typed. Every count on the site comes from the data. Quote the live number and say "and counting".
The claim date is not signed. October 8, 2026 at 11:11 AM ET is the recommendation. Say so until it is signed.
No hype. No "iconic", "legendary", "stunning". No rocket emojis. Reverent pieces never get a hype format.
Real people are handled with care. Era I paints public figures as legends; no private individual is painted without consent, and gifts go to the person first.
The eye never blinks. Stills keep the eye still. Motion is for the loops.
It is art. Not an investment product, not a survey, not a photograph. Say what it is.
Credit line. NEW YORKERS by MLow, courtesy of the artist.