Saint Urbain produce two concepts in one with their nostalgic identities for Marigold and Goldies
Serving surf and turf from the heart of Nevada, Las Vegas’ Marigold provides a contemporary twist on traditional dishes, pulling on the eclectic heritage of the city across its sit-down dining area, as well as the site’s casual fast-food hot-spot, Goldies. Looking to convey as much through their celebratory identity, the restaurant turned to NYC-based creative agency Saint Urbain, who delivered an unpretentious, authentic voice to the family-run business.
“Our mandate for this project was to name and develop two concepts in one,” Creative Director Alex Ostroff tells, “harkening back to golden-era Las Vegas with a wink of Palm Springs,” appearing both theatrical and nostalgic without burdening the brand with ostentation. “Everyone has that favourite restaurant they went to as a kid,” Ostroff remarks, “and we wanted to have a brand that felt like that.”
With this in mind, Saint Urbain opted for Pentel Signature Regular as the typeface for one of Marigold’s two logomarks – nodding to their friendly, retro Palm Springs point of inspiration. “For Marigold our logo is very familiar, rooted in the late 50s/early 60s,” Ostroff tells us, “we wanted it to feel like the marquee for a wonderful Vegas show,” he adds. A more digital twist was then created in the mid-century-inspired logomark for Goldies, as Ostroff recalls, through “adding some sharpness and making it a bit more computery.”
The introduction of Dinamo’s monospaced sans ABC Diatype Mono provides a contemporary contrast to the referential tone of the logomarks. “Our clients were adamant about not only appealing to Vegas locals and international travellers but also frequent visitors from LA,” Ostroff explains, “to us, these mono’s have a real West Hollywood feel that melds so nicely with the brand.”
Striking a similar note, the colour scheme pulls on the friendly familiarity of family restaurant frontage. “Outside of a Pizza Hut red,” Ostroff recalls, “to us it doesn’t get more family-friendly-restaurant than orange,” a hue at home in both vintage Vegas imagery and postcards. Likewise, for Goldies, the colour choice not only nods to its name but also the environment that surrounds it. “Our gold pays homage to that Palm Springs feel,” Ostroff concludes “I think when anyone thinks Palm Springs, they think yellow.”
ABC Diatype by Dinamo