The Denver way

Built in the ’80s, the 16th Street Mall was a groundbreaking investment by Denver in its downtown and became central to city pride — with many residents fondly remembering how they came to the famous street to celebrate their 16th birthday.

But with the effects of online shopping, a pandemic, negative press, and now a multi-million dollar reconstruction — it was time to bring that special relationship back. ‘The Denver way’ is that much-needed reminder — a deliberate play on being both ‘the street’ of the city, as well as the destination where Denver’s character is on full display.

A connector and a stage

One-mile-long in the Mile High City, 16th Street connects public art, cultural venues, playgrounds and city squares between Civic Center and Union Station. Taking reference from the city’s historic street signage, we identified an underlining device to highlight its role as both connector and stage.

Dynamically expandable, the line acts like the street, drawing visitors through the city while also uplifting or platforming local businesses or community events.

Inspired by I.M. Pei’s original design, the logo features diamond bookends that mirror his rattlesnake-patterned pavers — which have become a signature of 16th Street and Denver.

Illustrating a street of many experiences

Inspired by the city’s rich sticker culture, we expanded the logo’s line into a playful canvas for custom icons — designed with local artist YAMZ (Brayan Montes-Terrazas) — that celebrate the street’s physical landmarks and experiences. The icons solidify a bold visual language that unites the logo, narrative and local identity. 

Becoming Denverites 

This project took DNCO to Denver — where we interviewed Mayor Mike Johnston, connected with 16th Street’s champions, explored the city’s diverse communities, teamed up with the Downtown Denver Partnership — and, of course, sampled some local brews.