Blue Smoke is Danny Meyer’s answer to classic southern and western barbecue joints. It strives to be authentic not gimmicky, so the logo relies on a simple type treatment. The blue / red color scheme provides a powerful differentiator for Jazz Standard, the premier jazz club that sits beneath the restaurant. In addition to creating a full suite of restaurant materials and signage, our branding was applied to a line of products sold exclusively through Blue Smoke.
“It’s designed to be a place that’s about eating, not dining. And it’s designed to let you know that you can roll up your sleeves and just be with who you’re with and hang. I love taking the essence of what I love about something, and then asking, how would this feel most real in New York.” - Danny Meyer