Paramount Hotel

Branding & Signage

The landmarked Paramount Hotel in the center of the Times Square Theatre District underwent a significant renovation with new ownership and was in need of a repositioned brand. The comprehensive brand overhaul included branding, signage, interior graphics and signage, and a range of branded materials, from room keys to room service menus.

Our approach was to strategically preserve the hotel’s vintage charm while infusing it with a fresh and vibrant atmosphere, aligning it with the dynamic spirit of Times Square.

To capture the essence of this renowned location, we drew inspiration from the Times Square marquees, iconic signage, and historic theaters. These elements served as the creative touchstone for our brand collateral and graphics, creating a visual identity that pays homage to the hotel’s rich history while embracing the energy of its surroundings.


  • RFR


  • New York, NY
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