Opinion by Richard Baird
Nicollet Avenue runs between Loring Park and the Mississippi River and is described as the “Main Street” of downtown Minneapolis. It is a cultural and commercial centre, shopping and dining district, and home to flagship stores, major corporations, public transport hubs and landmarks. Nicollet Avenue also includes the Nicollet Mall, the first transit mall in the US, originally opened across eight blocks in 1967 and now covering twelve.
Following a major renovation to make the avenue more pedestrian friendly, and to coincide with its reopening and 50th anniversary, Pentagram’s Paula Scher and team developed a new graphic identity for Nicollet. This included a comprehensive system of signage, way-finding and environmental graphics which intend to capture the spirit of the street and its place within the city through typographic form, iconography, shape and colour.