Schultze & Weaver was an architecture firm established in 1921 in New York City. As the architects of the Waldorf Astoria hotel they also designed all of the engraved and gilt inlay signage on the building facades. When researching the hotel’s vast historic archives, the building elevation drawings detailed the typography as part of the fabric of the building. The font however was never drawn beyond the characters of the hotel name. Noë & Associates has developed the new Waldorf Astoria custom typeface based on these original drawings from 1929 into a full character set, ensuring that all visual communications be instantly identifiable and unique. With a direct link to its Art Deco roots but very much looking to the future we also developed the logo marque and patterning based on an original illustration retrieved from the archives.
A New Chapter in History
In a city of a million stories, few have been as compelling as those lived in the Waldorf Astoria. A globally renowned icon, it has been a beacon of timeless glamour and luxury for over a century. Following a total restoration from sidewalk to spires, this coveted landmark will offer the unique opportunity to own a private condominium residence in one of New York’s most legendary buildings. Following the purchase of the hotel in 2016 – the most expensive in history – Noë & Associates were appointed to create the brand strategy, visual identity, all content, production and global marketing campaign for the development. Four years later in 2020 a comprehensive brand strategy and marketing campaign brings the project to life.
Scope: Brand Strategy, Naming, Identity, Guidelines, Advertising, Photography, Art Direction, Copywriting, Sales Gallery, Software, Website, Literature, Floor Plans, Renders, Animations, Film.