Grand Central Time

New York’s Grand Central Terminal train station will celebrate its centennial in 2013. In honor of that milestone, Midtown TDR Ventures worked with Pentagram to create a new logo and identity system for the landmark location. Pentagram partner Michael Bierut oversaw the project with designer Joe Marienek. The logo includes an interpretation of the four-sided Tiffany timepiece that sits atop the information kiosk at the center of the Main Concourse. The clock is set at 7:13 PM (19:13) to represent the year that the station became officially known as Grand Central Terminal. The clock is a fitting symbol for Grand Central — a recognizable icon that recalls the interior architecture, as well as the landmark. The subtle 1913 time reference is the kind of smart, thoughtful touch that