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German Gymnasium | Brand Creation

The German Gymnasium is the stunning, new all day Grand Café, first floor restaurant and bar in King’s Cross serving Mittel-European cuisine. Our logotype design is set in Din – Germany’s ubiquitous 20th century typeface. Our logo mark is inspired by gymnasium apparatus– an abstract parallel bar set in a medal device. The Conran + Partner interiors led the way for the colour palette and each application is colour blocked in a way that is reminiscent of gymnasium team strips.

To accompany the branding, we sourced old imagery of male and female Victorian bodybuilders (the era in which the original Gymnasium was built) and applied these images to various applications across the Grand Café and online to add a playful element to the branding. Applications included everything from signage to menus, coffee cups to patisserie takeaway boxes.