Established in 1977 by a community of students, academics, artists, and other discerning readers, St. Mark’s Bookshop is widely considered an East Village cultural icon. Goto Design has been invited by New York City architecture firm Clouds to refresh the logo and implement updated signage helping to revitalize the existing identity as St. Mark’s relocates to a new space at 136 East Third Street, near Avenue A. The task lies in exploring a range of possibilities for the new building’s signage while respecting its distinctive and historically relevant brand.