The developer/owner of this rental building, Acuity Capital Partners, approached Mermaid, Inc to create a logo & branding that changes people’s perception about this NYC building. It was built in 1923 & was once the Greystone Hotel & still has a landmarked sign with this name on the exterior.

The exterior of the building has beautiful architectural details & the apartments are being renovated with luxurious custom details throughout. We wanted the logo to reflect both the elegance of the architectural details & the modern luxury of the renovated apartments. We created a stylish logo that has a luxurious fashion-like quality to it. It is very versatile & the “G” logo icon has been used as a die-cut on the cover of the folder as well as a stand alone mark on the front of the business cards.

The logo has changed people’s perception of the building, creating a brand of modern elegance & luxury. It has been very well received by both Acuity Capital Partners & Douglas Elliman.