One of multiple projects Vornado Realty Trust hired Two Twelve for in New York City, 731 Lexington Avenue reflects our bold, creative vision when it comes to signage design. Needing a strong identity to match César Pelli & Associates architectural design, Two Twelve created a distinctive type-treatment of the building's address as the brand.

The robust, high-end property is home to the headquarters of Bloomberg LP, several storefront retail tenants, and Beacon Court, a luxury condominium tower. In differentiating between the commercial and residential spaces within the same building, and guiding visitors to the appropriate entrances, Two Twelve developed an illuminated, sleek pylon to identify the entrance to the Beacon Court courtyard and a very quiet address sign to mark the doorway to the private Beacon Court residences, while the illuminated numerals "731" appear to float above the commercial entrance. Conspicuous and memorable, both features are intentionally downplayed, promoting privacy and allowing retail signage to pop. Working in concert with the lighting and structural engineers, the design we conceived of the numerals above the entrance captures an illuminated, monumental and elegant look that invites people in and establishes recognition of one of the city’s major buildings in Midtown.

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