Once Upon a Times

Between August 18 and September 10 The New York Times is taking over the S shuttle train that runs between Times Square and Grand Central station in New York with trains and stations highlighting its different “sub-brands”: News, Games, Cooking, Audio, Wirecutter, and The Athletic. Even as a non-hardcore New York Times reader I could right away recognize what segment each color and mini brand world represented — a testament not to my half-cultured-ness but to how good their branding is. A bonus behind-the-scenes video can be viewed here.