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Javits Center Unveils Brand Refresh for 40th Anniversary
New 'Javits on the Hudson' campaign spotlights venue's waterfront transformation and role as global hub for commerce, culture, and community.
Apr. 1, 2026 at 1:37pm
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The New York Convention Center Operating Corporation, which operates Javits Center, has unveiled a new brand identity for the venue, which is celebrating its 40th anniversary. The refresh, called 'Javits on the Hudson,' spotlights Javits Center's transformation into a dynamic waterfront destination and reinforces its role as a global hub for commerce, culture, and community in New York City.
Why it matters
The brand refresh is part of Javits Center's ongoing evolution as a civic and economic engine for New York City. The new visual identity and campaign are designed to highlight the venue's flexible campus that supports world-class events, its role in sparking new ideas and cultural movements, its people-powered excellence, and its leadership in sustainable operations.
The details
The new brand is guided by four core themes: A Center for Inspiration, Connections Into Movements, People-Powered Excellence, and Sustainability Meets Heart. The refresh features a new 'Gold Apple' symbol that has long been associated with Javits Center, and the visual language is inspired by the Hudson River, the building's glass facade, and the movement of people and ideas.
- Javits Center unveiled the brand refresh on April 1, 2026.
- The refresh coincides with President and CEO Joyce Leveston's one-year anniversary at the venue.
The players
Joyce Leveston, CMM, CVP
President and CEO of the New York Convention Center Operating Corporation, which operates Javits Center.
Javits Center
A leading event venue in New York City, celebrating its 40th anniversary.
What they’re saying
“This rebrand is about Javits Center being a place maker. It is the storytelling about who Javits Center is today versus who we were in the past. Javits Center has been an agent of change — always moving forward and setting the standard. That kind of momentum does not just happen by chance. It is driven by an exceptional team whose expertise, creativity and dedication are reflected in everything they do. This rebrand is a tribute to them —the people behind Javits Center — and all that has been made possible because of their efforts. The Javits difference is felt in every aspect of what we do.”
— Joyce Leveston, President and CEO
What’s next
Javits Center plans to unveil additional details about the 'Javits on the Hudson' campaign and its 40th anniversary celebrations in the coming weeks.
The takeaway
Javits Center's brand refresh is a strategic move to reinforce its position as a leading event venue and civic hub in New York City. By highlighting its transformation, sustainability initiatives, and people-powered excellence, the venue is positioning itself for continued success and growth in the years ahead.
