The iconic Tribune Tower, the longtime home of the Chicago Tribune, is a symbol of Chicago’s history—and an architectural masterwork on the Magnificent Mile. In the 1920s, the building was sculpted upon the ambitious plans of an international design competition winner, resulting in the Neo-Gothic masterpiece. Nearly one hundred years later, we had the honor of helping to transform the building to its new purpose: a collection of distinct, elegantly contemporary luxury residences, with 56 distinct floor plans—ranging from $900,000 to over $7 million in value. To create the interior environment and branding, we focused on honoring the building’s profound past while introducing its new life, beautifully transformed for today’s luxury urban dweller. We also designed the sales gallery to position these unparalleled residences for the market and current space.
Elegant, classic and fitting of the iconic Tribune Tower and its new luxury residences, our branding features nods to the building’s rich history, enhanced with modern and timeless details to appeal to future residents. The wordmark features a customized serif typeface that references the well-known Chicago Tribune logo, with thinned strokes adding contrast and sophistication. A sans serif typeface complements the decorative serif, creating a timeless and clean combination. The color palette features understated shades of gray inspired by the building’s newspaper publishing legacy, and complementing the building’s architecture and interiors. To commemorate the historic tower’s Neo-Gothic architecture, we created an intricate sketch illustration of the landmark building and its beautiful adornments.