The neighborhoods of New York are diverse and rich with character. This character can be seen in the buildings, the shops and restaurants, the public space and the people who make the neighborhood what it is. We were asked to explore four neighborhoods: Times Square, Central Park, Soho and Williamsburg (Brooklyn), and make a note of our observations about the mood, pulse, visual attributes and overall impressions of each area. Once the essence of the neighborhood was captured, we had to look through magazines to find examples of common typographic letter- forms that represent the qualities of that neighborhood. The typography was limited to 1-3 letters and could be cut out, scanned and/or copied from magazine covers, ads or layouts. The letterforms had to convey the aspects identified (“vibrant, corporate, bold, jazzy”, etc.) through their visual attributes alone—merely letterforms and the feelings they evoke.