Poulin + Morris Develops Branding for JP Atlanta

JP Atlanta by Poulin + Morris

In 1965, architect and real estate developer John Portman unveiled Peachtree Center in the heart of downtown Atlanta: a large-scale, mixed-use development comprised of convention hotels, shopping galleries and commercial office buildings. The complex also housed The Midnight Sun, a famed fine dining destination offering Danish haute cuisine in a dramatic, mid-century modern setting. After a change in ownership for several decades, Portman Holdings recently reacquired one of the buildings in the complex—230 Peachtree—for adaptive reuse. The refurbished, 27-story mixed-use tower is once again home to a destination restaurant: JP Atlanta. Located within the new Hotel Indigo Downtown, the restaurant boasts a modernist interior with a glass-canopied bar and a ceiling featuring a stainless steel mesh spiral encircling the dining area.

Poulin + Morris collaborated with John Portman & Associates in developing a comprehensive branding program for the new restaurant. "The challenge of JP Atlanta,” said Richard Poulin, principal of Poulin + Morris and design director for the project, “was to create an identity with a clear reference to the 1960s and the era of the initial development of Peachtree Center without producing something static or dated.” The JP Atlanta logotype designed by Poulin + Morris utilizes the same mid-century modern inspired typeface used in the environmental graphics and wayfinding program newly created for 230 Peachtree. The restaurant’s print material, including menus, gift cards, stationery, coasters and packaging, features “JP” framed within brackets and set against a dynamic background of enlarged, abstracted letterforms of the logotype. A sinuous, line pattern taken from the restaurant’s custom carpet appears on clipboards and is visible through transparent, vellum menus which are printed in 3 different colors pulled from the restaurant’s interior color palette differentiating breakfast, lunch, and dinner offerings.


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