Uptown Growlab vintage New York City subway token

We created this logo for Uptown Growlab.

Jay Kitchen is the host of Uptown Growlab LIVE! and author of the book The Kitchen, one of the first coffee table cannabis books. The retired judge and attorney from Manhattan currently broadcasts from Seattle.

For this branding piece, we used the existing crown logo we created for him and worked it into a medallion that looks a bit like a vintage New York City subway token meets vintage Seattle Transit token. The center is cut out (which is obvious in other applications other than a black background). I created a guilloche pattern that appears behind the letters in a contrasting gradient.

The only typeface used for this project was Gotham by Hoefler and Company, in three weights. To say we are in love with Gotham would be an understatement. The letters G, C, S, and B are perfect in every way – and we were able to use each of them in this project.

There is also a flat version which appears on T-shirts, sweatshirts, and other promotional items.