This client originally asked us to come up with a logo and branding for their new real estate development on 42nd Street. In old New York, "the deuce" was a nickname for 42nd Street and the client wanted to give a nod to that history by naming their building The Deuce. They requested an Art Deco feel which also reflected the building's architecture in some way, which is an interesting challenge since the aesthetic of the building was directly inspired by minimalist Japanese architecture. We did manage to create a logo which accomplished both requests, however, as we graphically referenced the windows above the doorway in the logo which also happens to look fairly Art Deco.
This logo was branded across print and web mediums for approximately 1 year. Eventually decided the name had some negative connotations and decided to change the name to simply the address: 534 w 42