Collateral by Pentagram for GATO

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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.

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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. 

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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.