New Identity for Dumbo by DNCO

Dumbo is a tiny yet iconic neighborhood situated under the Manhattan and Brooklyn Bridges on the bank of the East River in Brooklyn, New York. The 0.11 square mile section of the city, whose name — short for “Down Under the Manhattan Bridge Overpass”— was coined in the 1970s by its artistic residents in an effort to deter development and gentrification, is now known primarily for its oft-photographed view of the Manhattan bridge and density of tech startups that have helped turn it into Brooklyn’s most affluent neighborhood. In an effort to “reclaim its narrative,” the Dumbo Business Improvement District has launched a revamped identity for the neighborhood designed by Dumbo-and-London-based studio DNCO. Examples of OLD identity. Once a haven for artists and industry, Dumbo has