Coco Raynes Associates

This International Hotel’s graphic program was designed in English, Turkish and Japanese. Logos and menus address banquet facilities, restaurants, bars, terraces and cafés, a health club and retail stores.

The visual identities mirror the hotel finishes with marble and brass. While logos and menus convey each restaurants flavor, the guestroom directory and amenities match the corporate branding.

The signage and graphic programs for both hotels were developed simultaneously, establishing a unified brand image, yet respecting the architecture of each hotel.

While the Sheraton Hotel and Towers signage draws on the marble finishes of its interiors, the Sheraton Manhattan borrows the Art Deco details of its facade for attachments.

Luminous purple W’s interpret the hotel brand, and are strategically suspended from the marquis to maximize street level impact. The design exposes attachments and structure, adding visual interest to the letter profile.

A 3-D aluminium interpretation of the logo Identifies the restaurants.

Branding and Visual Identities

Corporate branding for resort
and hotel.

Logos and printed material for
seven bars and restaurants.

Individual bronze letters and logos, applied directly to the old marble walls, minimize the intrusion of signage.

Visual Identities for the bar and restaurants were created as if designed for a past century, reinforcing the branding of this upscale New York landmark.