CLIENT: NEW YORK HILTON MIDTOWN
Brand Identity | Logo & Logomark | Color + Typography Systems | Menu Suite
The Lobby Lounge at Hilton Midtown draws on the hotel's mid century heritage and circular architecture to build an identity that turns every touchpoint into a framed moment of discovery.
Overlapping geometric circle patterns were pulled directly from the bones of the building, creating a visual rhythm that moves across menus, coasters, and collateral, offering moments of revelation and depth that invite guests to settle in.
The palette pairs a deep navy with copper, taupe, and cream: grounded, warm, and unmistakably New York. Work Sans and Shelly Script work together in the same spirit, structured and modern, softened by something with personality. The system was designed with seasonality built in, flexible enough to shift with programming, while always feeling like itself.