A timely identity for Grand Central’s 100th year

Pentagram has designed the logo for next year’s 100th anniversary of Grand Central Terminal in New York, based on the Tiffany clock above the information desk and informal meeting point. The time shown provides the “ah” moment of the identity

Pentagram has designed the logo for next year’s 100th anniversary of Grand Central Terminal in New York, based on the Tiffany clock above the information desk and informal meeting point. The time shown provides the “ah” moment of the identity…

More than just a pleasant, evenly balanced position for the hands to rest in, the time can also be read as 19:13, the year the station opened. The studio’s Michael Bierut led the team that worked on the project and the stylised clock was drawn by Joe Marianek.

The work will lead the build up to the celebrations which officially begin on February 1 2013.

The terminal serves over 700,000 people every day and is home to the largest commuter rail system in the US, the Metro-North Railroad.

The clock is one of the station’s most familiar icons and sits above the information desk in the main concourse. “No matter where you are in the main hall, the clock and the information booth are visible,” says Bierut. “In this vast space, the clock and the information booth are designed to be of human scale, which is why people are drawn there, and why ‘meet me at the clock’ is something that all New Yorkers understand.”

Bierut and team used Avenir as the typeface for the logo and have also worked on a series of other elements for the marketing of the anniversary based on the word “Grand” having already dropped “Terminal” from the identity to be more in line with how the station is referred to by New Yorkers.

More at pentagram.com.

Bierut also talks about the work, below, in this Associated Press video:

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