Earthy yet cosmopolitan. Chic yet traditional. A stylish paradox.
Our identity design for the new bar and restaurant which just opened in Grand Hyatt New York cast authentic New York — so rich in art, history and architecture — in rays of modern light. We expressed this idea throughout the space via signage, menus and other elements.
It all begins with the logo, which blends elements that are at once cool and iconic, please see logo and details in last post. For the menus, earthy vegetables are juxtaposed with cosmopolitan flair.
One important aspect of the New York Central brand identity design came from interviews with Chef Christian Ragano, whose philosophy embraces pure, fresh ingredients always prepared with a touch of unpredictability. We find our inspiration from the people we work with. Chef says
"OHHH, I love the risotto...
it makes me WARM AND SLEEPY.
The day should start with a memorable breakfast...
and a SPRINKLING of unpredictability.
GREAT food is about the unexpected."
It could be said that delicious food and excellent brand identity design share important similarities. Everything must be fresh, ingenious and inviting.
Also … it never hurts if the whole experience is touched by a glint of exclusivity.
Congratulations to New York Central and Grand Hyatt New York.
