The Rutherford coins its name from the original designer of Penn Station, Franklin Rutherford. The goal of the project was to create a logo brand concept to support The Rutherford’s transition to an elevated sports bar in Midtown Manhattan. Formerly known as “The Local,” the popular Midtown sports bar, located across from Madison Square Garden, underwent a full restaurant remodel and rebrand, reinventing itself as a higher-end spot for locals, tourists, sports fans, and concert-goers alike. The project included aspects of creating a brand identity from name creation, logo ideation, color research,
and typography.