The Standard



New work from Helicopter:

Visionary hotelier André Balazs established
The Standard hotel brand (with properties in Miami, Hollywood and
Downtown LA) to embody a unique language all its own. Complete with an
upside down logo, the brand is a riff on the very nature of what it
means to be "standard." Balazs invited Helicopter to extend The
Standard brand to the hotel line's visual communications, including
print ads, amenities packaging, event kits and seasonal product
addition, Helicopter worked with Pandiscio Co. to design the identity
and signage system for The Standard New York, which is scheduled to
open in 2009 in the meatpacking district.  As a result of our unique
collaborative process with the client, Helicopter was influential in
designing every aspect of the visitor’s experience at The Standard from
check-in through to check-out.