Bobby Flay is hands down one of the most popular American chefs and his authority on American cuisine is well established. Pentagram manned the branding for Flay’s Bar Americain, a New York-based restaurant specializing in progressive American cuisine. The branding is the kind of straight-forward and polished work you’d expect from Pentagram and it captures the essence of Flay and his vision for Bar Americain. There’s an upbeat quality to the effects, particularly in the bold lettering that makes up the majority of the project. Inside that boldness is a refinement, not unlike Flay’s cooking itself. The trim of the letters that make up the logo are not unlike pinstripes, reflecting a certain exclusiveness and refinement that one should expect from the restaurant of a celebrity chef. The branding captures much of the collegiate qualities of The Great Gatsby and the bright lights and excitement of a Las Vegas casino. It’s a refined American look, perfectly appropriate for a loved American chef that embraces all things American.