A Boutique Brand for The Grand Central Hotel

The Grand Central Hotel & Restaurant was built in the quaint tourist town of Eureka Springs, Arkansas in 1883.

The Challenge

The new owner of The Grand Central had plans for a full renovation that would bring new life to this historic building. They wanted to create a brand that would respect the rich history of the hotel, while presenting a modern and inviting look to guests.

The Approach

I started with a color palette that was inspired by the numerous Victorian influences in Eureka Springs. For the main font, I chose something that looks historic and ornamental, but is clear and bold. It was important to include both the date and the “boutique hotel” descriptor in the main logo, as these distinguish The Grand Central among the myriad of hotels in this historic town. In addition to the full flagship logo, I also developed alternate versions that would translate well when scaled down for simpler pieces such as collateral and signage. Finally, I crafted a key to serve as the logomark using the letterforms, specifically the “G” and “C”. Gold foil was intended to be used as an accent for the business cards and menus in the upscale restaurant.

The Result

After the feedback and approval process, the owner ultimately decided not to roll out this rebrand. The renovation never happened, and The Grand Central is now for sale. Even though it hasn’t properly seen the light of day, this is probably my favorite brand project to date.