The Vanguard Chelsea is a 30-story, 300-unit residential building located in the Chelsea neighborhood of New York City. The ownership commissioned a new logo and identity system to reflect the recently updated aesthetic of the common spaces and residential units interior design. The crest shape is a nod to classic New York, balanced with the contemporary monogram and san serif wordmark.
The first presentation provided a few options that varied from ornate to a simplified geometric approach. Each of these initial options paired a wordmark with a monogram and were presented in black and white. The logo selected from this first round presentation ended up being the final logo, with no requests for design revisions. The second presentation focused on exploring a variety of color palettes in combinations of two to three colors. Variations in this presentation included filling the crest shape with alternate colors including experimenting with filling the smaller shapes created within the crest by the intersecting letters.
Ultimately, the classic black and white solution best represented the clients’ goals and perfectly complimented the direction of the interior design.