The 5th26 logo took over six months and over fifty variations to design.
The starting point was the crossing of Fifth Avenue and Twenty Sixth Street, which gives the studio its name. These cross streets occupy an area in the North Madison Square District or NoMad as it is called today. The neighborhood’s Neo-Classical, Moorish Revival, and Beaux-Arts architecture have inspired artists, photographers and travelers alike.
Between the 1870s to the 1930s it was the social and commercial center of New York. The area was home to major hotels, clubs and commercial buildings including the iconic Flatiron Building.
Given the rich historic context of the location, the logo had to be simple, visual and modern. Numbers were used instead of words to minimize horizontal space, while a stylized slash helped to create a subtle separation between the two locales but at the same time bind them.
Once the draft design was finalized, various typefaces were explored. After many months of trials and research, Founder & Designer Brandon Tang chose GT Sectra for the brand's logo.
Designed by Zurich based Marc Kappeler and Dominik Huber of Moiré, and Grilli Type’s Noël Leu and Thierry Blancpain, GT Sectra is a contemporary typeface inspired by "combining the calligraphy of the broad nib pen with the sharpness of the scalpel knife".