CATEGORY

Offset

RANK


PRODUCTION DETAILS

Quantity

Various

Page Count

Paper Stock

French Paper Speckletone, Starch White, 80lb text
Kraft paper, 130 DTC

Number of Colors

2

Dimensions

Various

Binding

Special Techniques


ADDL. DESIGN CREDITS

Partner-in-charge and Designer

Michael Bierut

Designer

Jesse Reed


ADDL. PRODUCTION CREDITS

Halper Paper


TAGS

, , , , ,


LINKS

Pentagram
Masterpiece Printing
Halper Paper
Bobby Flay

Collateral by Pentagram for GATOCollateral by Pentagram for GATOCollateral by Pentagram for GATOCollateral by Pentagram for GATOCollateral by Pentagram for GATOCollateral by Pentagram for GATOCollateral by Pentagram for GATOCollateral by Pentagram for GATO


CLIENT

GATO is owned by Bob­by Flay, a chef who has been cook­ing pro­fes­sion­al­ly for over 30 years. He is also Chef/Owner of Bar Amer­i­cain in New York, NY, and Uncasville, CT, Mesa Grill in Las Vegas, NV, Par­adise Island in Bahamas, and Bob­by Flay Steak in Atlantic City, NJ.


BRIEF

GATO serves a menu inspired by the fla­vors of Spain, Italy, France, and Greece. With­out the heavy influ­ence of one spe­cif­ic region, we were asked to cre­ate an iden­ti­ty that relat­ed to the down­town land­scape of New York City as well as the fla­vors of the Mediterranean. 


APPROACH

The logo has been set in the styl­ish-but-tough type­face, Lis­bon, a design of which was orig­i­nal­ly inspired by the tile street address­es of its name­sake city and oth­er Mediter­ranean locales. We’ve cus­tomized the “G” with a unique ball ter­mi­nal. The col­or blue is bor­rowed from the tile work of GATO’s floors. The con­tem­po­rary type­writer font, Pitch, was select­ed as a sec­ondary type­face, adding a down­town indus­tri­al fla­vor to sta­tionery, menus, and oth­er print collateral.

PRODUCTION LESSONS

The challenge was to print materials that didn’t look overly designed, in line with the downtown NYC location, while maintaining a certain quality of refinement. Applying only one color to an imperfect paper stock, in most cases, produced this goal.

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