X Bar

This new bar on the ground level of Los Angeles’ Century Plaza hotel needed a bold exterior presence to draw the local after-work clientele, as well as a prominent signature graphic inside, to draw guests circulating through the main lobby.
 
Naming the venue for its large interior X crossbeam, we developed a logo that evokes the intersection of indoors and out,
of meeting where X marks the spot—applying the identity to interior and exterior signage
and operational collateral.

Interior Architect: Gensler