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Initial sketches for the logo alternated between those incorporating elements of the building’s architecture and the layout of the building and surrounding streets and others playing on the shape of the words in “2 Columbus Circle.” Ultimately, I went with the latter concept, although the former concepts were used in the cover artwork for the restaurant menu and in the concierge brochure (the square with four dots is found on the corner edges of the building) and the magazine advertisement (the rounded key shape rings the street level entrance).
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