Lexingtone Jazz Club
Brand Identity Design
2023
Lexingtone Jazz Club is a prospective bar and music lounge located in New York City’s historic City Hall Station, an abandoned subway station in the heart of the city. The lounge aims to celebrate the history of jazz while providing a venue for emerging musicians to commune and carry on the spirit of the genre.
The Opportunity
The objective of this project was to create a visual brand identity utilizing the pair of typefaces Eastonia and Placebo LB. The category of entity being branded was to be determined by the origins of the typefaces for relevance. This project was a collaboration with the designer of Eastonia, Iley Gramm.
The OriginsBoth typefaces have their origins in 1920s America—Eastonia is reminiscent of the elegance of the Art Deco movement;
Placebo LB draws on the aesthetic of early twentieth-century railroad companies.
Research on these topics and this time period led to
the concept of a jazz club located in Manhattan’s City
Hall Station, an abandoned subway station that has
been boarded up since 1945. The resulting branding
combines the glamour of the Roaring Twenties with
the energetic nature of jazz.The name of the brand is Lexingtone Jazz Club, which alludes to City Hall Station’s being located on the IRT Lexington Avenue Line of the NYC Subway. The mission statement of the club is, “Within the historic walls of the once-abandoned New York
City Hall subway station, Lexingtone Jazz Club is a musical
speakeasy dedicated to reuniting the now fragmented jazz
community in the city. Through our soul-stirring concerts
and electrifying improv jam sessions, we reminisce on early
jazz, foster unity, & celebrate history in the heart of the city.”
City Hall Station, NYC
The SolutionThe wordmarks for Lexingtone feature the display typeface Eastonia, and various branding materials utilize Placebo LB as a secondary typeface. Where necessary, Calluna is used as a tertiary typeface. The colors for the brand include a cream and charcoal as softer neutrals, along with a darker green drawn from the tiles on the iconic arches in the station.
The wordmarks highlight the unique extended quality of the “O” in Eastonia as a focal point. In terms of promotion, Lexingtone would primarily advertise on the city streets in order to reach a wide audience, including tourists, locals, and anyone passing through the area.
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About
I’m Lindsay Blumenfeld, a graphic designer with a passion for developing creative solutions that bring people together.