The Terminal

The Romanic, classic style in Brand Design

We started the project of developing a brand identity for the Cocktail bar brand named The Terminal at the beginning of 2021, with the expectation of not only recreating the romantic, classic, but dynamic atmosphere of New York Central Station. but also conveying the impressive story behind it.

It is a story is the actual experience of the brand’s founders, who spent years living and studying in New York City. All these years had left them with the most endearing memories of the Grand Central Terminal.

In the ideation process, we realized the specialty of this project: It is the transmission of culture and history that go beyond mere commercial values.

Not only the bustling central station in New York, Grand Central Terminal (located at 42nd Street and Park Avenue in Midtown Manhattan, New York (USA)) is also a universal symbol of past and present, representing the pride of America. From the first sun ray shining through the domes with Baroque paintings in the morning until the night falls, the platform is always vibrant. It carries the breath of a modern city and holds dearly all the stories of the past.

Deeply understanding the meaning and story behind this symbol, we designed the Logo of The Terminal based on 2 elements: the typical architecture (domes, doorways, patterns, …) and the symbolic sun shining through the central doorway.

While the architectural inspiration is expressed in the shape of the Logo, the symbolic sun is represented as rays of sunlight in the logo center. The Sun is the symbol of the station and the metaphor of the brand’s story: “Time changes and life never stops. Only the Sun is always there to witness the trains come and go, all the reunions and divides.”. In short, "People come and go, only Memories stay” – said The Terminal’s slogan.

During the design process, we always pay attention to the practicality of the Logo at every touchpoint (interior design, digital and printed designs, ...). We believe that brand identity is not only the logo but also the brand’s space, through which customers can deeply experience the "Classic - Romantic" atmosphere, to find their own story in the recreation of New York Central Station - A place that keeps all the memories of passengers.

As a line in a famous love song by The Beatles: “Why she had to go? I don't know, she wouldn't say. I said something wrong. Now I long for Yesterday", "The Terminal" is where we live between the boundaries of the past and the present, to reminisce about the past.