when the fine folks at Grand Central asked us to design a new logo, we created an elegant blend of classic and modern—much like the terminal itself. an exploration of the original architecture led us to a mark that had been part of the building since its opening in 1913.
the circular marble relief was a monogram with the letters “g”, “c”, and “t”. so, we artfully transformed it into the elegant, new monogram—one that organically translates to a digital version. and in an ‘easter egg’ nod to Grand Central’s railroad history—enthusiasts will notice that the spike in the letter “g” echoes the shape of a train spike used along the tracks.
the new logo font was inspired by engravers fonts popularized in the early 20th century. its simple, all-capital forms reference that period, while the sans serif typeface imbues a sense of modernity.
we also created a launch animation for social media that
revealed the logo and spoke to its historic inspiration.
