Entropy…

Grand Central is turning 100. As a gift, New York City got it a new logo.
The sleek design – a clock tower that mimics the famous timepiece in the station’s central hall – has hands that point to 7:13 or 19:13 in “trainmaster’s time,” a nod to the year Grand Central opened. The station was slated for demolition in the 1970s, but saved by preservationists.  It was restored completely in the 1990s.

The design comes from Pentagram’s Michael Bierut, and began appearing on the station’s Terminal screens Tuesday. Below, Pentagram explains the thinking behind the design:

The new logo for Grand Central is inspired by the clock in the Terminal’s Main Concourse. The hands in the logo point to 7:13, or 19:13 in trainmaster’s time, for the year Grand Central first opened.

Grand Central Terminal is one of New York’s great public spaces, a grand gateway to and beloved symbol of the city. Opened in 1913, the historic landmark is an architectural treasure, famously saved from demolition in the 1970s and fully restored in the 1990s. It is also one of New York’s most important transportation hubs, serving over 700,000 people daily and home to the nation’s largest commuter rail system, the Metro-North Railroad. Next year the building will celebrate its 100th anniversary, which officially kicks off with a birthday rededication on February 1, 2013.

Now, as Grand Central prepares to commemorate this milestone, Pentagram’s Michael Bierut and his team have designed a new logo for the Terminal that will be launched in conjunction with the anniversary. The logo debuts publicly on Terminal screens today; commuters and visitors will begin seeing it throughout the Terminal later this year.

The new logo takes as its inspiration one of the landmark building’s most well known icons—the century-old Tiffany clock atop the information booth in the center of the Main Concourse. The stylized version of the clock, drawn by Joe Marianek, has its hands positioned at 7:13, or 19:13 in trainmaster’s time, a nod to the opening year. The image is centered over the name “Grand Central”; the word “Terminal” has been left out of the logo in recognition of how most people actually refer to the place. Beneath the logo is the simple phrase “100 Years,” which will be dropped when the centennial ends in 2014.

The century-old clock on the information booth in Grand Central’s Main Concourse is a familiar meeting place for New Yorkers.

Rendering of a proposed invite for the centennial celebration.

The strikingly modern sans serif typeface Avenir was chosen for the logo in recognition that the Terminal will continue to have a vital role in the future of the city. “Creating a new identity for Grand Central is not just about looking back and acknowledging an historic place,” says Bierut. “It’s also the idea that it will remain a vital center for New York City, an emblem of New York throughout the world, and a place to have an exciting life seven days a week.” Avenir reproduces well at many sizes, and will be used in logo applications from signage to patches on staff uniforms.

Since its renovation in 1998, Grand Central has become one of New York’s most popular shopping and dining destinations. As part of the identity the designers have created a distinctive graphic language for Terminal marketing, built around the word “Grand.”

The identity will be part of a program of centennial graphics.

The modern font Avenir was chosen in recognition of the historic building’s continuing role in the life of the city.

The graphics create a distinctive visual personality for Grand Central as a shopping and dining destination. The logo appears on the gusset of the bag.

Rendering of the new identity in a proposed advertising campaign.

© 2012 Pentagram Design