Born of a distinctive legacy and crafted for modern connoisseurs who desire the finest experiences imaginable, the St. Regis brand established luxury hospitality with the opening of The St. Regis® New York more than 100 years ago. From the moment John Jacob Astor IV opened the doors of his Beaux-Arts masterpiece on New York’s Fifth Avenue, St. Regis has stood as a symbol of uncompromising elegance and bespoke service.
In collaboration with Michael Ian Kaye, our goal was to create a bespoke brand identity that’s utilized across a variety of mediums, including stationery, key cards, door hangers, napkins, and more. The logotype, with a diamond mark, is inspired by Brooke Astor who was known for her spectacular jewelry collection. She redecorated the hotel between 1954 and 1958, and the aristocratic sensibilities of the Gilded Age remain intact. The brand identity truly celebrates the timeless glamour of The St. Regis New York.