Resonance re-positioned Grand Central Terminal away from the exclusivity of “Only at GCT” towards a position of convenience highlighting the destination as a place of cultural relevance and access.
We expressed this shift as Everyday Grand. Everyday being the New York at your service aspect of the Grand Central experience, and Grand as the terminal’s history, beauty, and legacy status.
The refreshed brand identity gathers inspiration from the space’s architectural grandeur. Graphic devices such as frames, patterns and typographic elements were crafted from the station’s iconic Constellation ceiling, Beaux-Arts wall patterns and design details. The result is a modernized identity that feels like a true extension of the destination.
The new brand identity has supported a new vision for Grand Central Terminal and has repositioned the space as a destination that makes daily life both easier and more elevated.