The Westin  |  Brand Identity, Logo, Print, Naming, Signage, Restaurant

The LCL

The Westin Grand Central’s new concept for a bar and grill was teeming with potential: located adjacent to New York's Grand Central Station and created in partnership with the Westin Hotel and The Gerber Group. The venue attracts locals and visitors alike with a menu that features locally sourced ingredients including delicious coffees, fresh juices, field-fresh salads, and sandwiches, as well as wine, beer, and spirits crafted in greater New York.

SARANKCO created the name “The LCL” to instantly communicate the local inspiration with a nod to “in the know” shorthand. Inspired by the everyday objects common to urban environments, SARANKCO designed a bold logo and visual identity that was applied to signage, menus, stationery, and even a set of locally-made rubber stamps, which are used on packaging.

 
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