Identity for Hotel Macklowe, a luxury business hotel in New York City. The innovative Harry Macklowe development provided a branding opportunity from the ground up and inaugurated the urban development renaissance of the Times Square district in Manhattan that would last two decades. Adjacent to the hotel the development program also restores and rehabilitates the historic Hudson Theatre transforming the landmark into a conference center and auditorium facility.
With a square symmetrical design, the Hotel Macklowe “HM” mark serves as a symbol of perfection providing a simple, formal and modern branding expression within the Manhattan hospitality community. The flexible symbol is used to identify the hotel from complimentary guest materials, stationery and hotel operating forms, to patterns incorporated into interior furnishings such as wall coverings, exterior surfaces and carpet.
Details within the branding program include a neutral color palette that accentuates minimal simplicity.The “HM” monogram combines with a serif typeface, Bodoni, to create a sophisticated, cosmopolitan feel reflected in almost everything the guests see, feel and touch.
