Elm & Good

Challenge:
To develop an identity for an upscale American tavern at the historic Pittman Hotel. Our goal was to create something distinct but seamless with the hotel’s branding, and be a timeless presence in the lively Deep Ellum neighborhood.

Execution:
Named for its cross-streets, the identity of Elm & Good embraces a more stately approach versus the hotel’s more freeform origins. United around a modern, elegant serif wordmark and an ampersand made of the letters “E” and “G,” the brand has a sharp, refreshing look that matches Executive Chef Graham Dodds’ upscale fare.