The Art of Fine Dining
The renowned design studio Pentagram created the brand identity and digital design for New York City’s contemporary Asian fine-dining restaurant, 53.
Inspired by its 53 West 53rd Street address, the restaurant attracts people who love art, design and fashion.
It offers a luxurious and artistic dining experience.
Pentagram’s brand identity system is complemented by ICRAVE’s striking interior design, improving the overall atmosphere.
The detailed logo combines the numbers five and three, signifying the three dining levels. The colour scheme reflects harmony in Chinese mythology.
Pentagram pays close attention to detail, even in small aspects like the to-go bags that resemble structural blades.
This immersive brand identity enriches the dining experience at 53, showing Pentagram’s dedication to great design.
The identity uses a pair of complementary typefaces: the sleek and calligraphy-inspired Yport and Grand Slang by Nikolas Type.
Client: Altamarea Group
Design: Pentagram
The team at Pentagram
includes: Emily Oberman,
Mira Khandpur,
Jase Hueser,
Anastasia Kharchenko,
Meredith Zerby,
Dianne Kim,
Beatriz Congar
Photography: Claudia Mandlik and Alexander Stein
