Project

Exhibition Identity

DrawButterfly

Data Visualization, Generative Design



Data Visualization, Machine Learning




© 2026 Chloe Ling. All rights reserved.
Website Design & Development:  Chloe Ling



Info

 




Grand Central Terminal

Identity
Illustration
Publication
Web Design




Grand Central Terminal is a historic commuter rail terminal at 42nd Street and Park Avenue in Midtown Manhattan, New York City. Drawing from architects Whitney Warren and Charles Reed, and sculptor Jules-Félix Coutan, the identity extends the Terminal’s architectural language into a flexible visual system that carries its legacy into a new era.







Grand Central Station (1909) by Colin Campbell Cooper captures Grand Central during a time of urban change. 
 






Photographs from the early 1900s show the Main Concourse and lower passages filled with passengers.

                                     



 
A workman lies atop the eleven-foot arm of Mercury, 
a statue piece part of the Glory of Commerce. 






Glory of Commerce was created by French sculptor Jules-Félix Coutan and installed in 1914. 







Light falls through the high windows and fills the station with a glow that reveals the scale of the space.






The illustration process began with Jules-Félix Coutan’s preparatory sketches for The Glory of Commerce, which I used as a foundation to reinterpret the sculpture’s forms.






The drawings were then scanned and digitally reconstructed into precise 2D vector forms while preserving their dimensionality. 







Ashcroft, by Peregrin Studio, is a flared serif inspired by early twentieth-century inscriptional lettering. It reflects the craftsmanship of the building’s architecture, while also giving its visual language a contemporary expression. Ashcroft by Peregrin Studio is the primary voice of the system while Sohne, by Klim Type Foundry, is used for supporting information.



















The logo system combines the custom illustration and typography
 into a unified visual mark that can adapt across applications. 







The palette directly translates colors extracted from Grand Central Terminal’s architectural and environmental elements








 A series of physical guides designed to help visitors discover and engage with the terminal. Inspired by the approachable format of museum visitor guides. 






































 









A structured grid establishes a consistent framework for organizing  imagery, typography, and color across the poster series. This flexible approach the identity to extended beyond it’s physical location and into the community it’s built.                                            





                                                     


   








                        






















Photo credits (in order of appearance)



Grand Central Station, by Colin Campbell Cooper, 1909, oil on canvas. The Metropolitan Museum of Art, gift of the family of the artist, 1941; Crowds in the Main Concourse and lower passages of Grand Central Station, early 1900s, photographer unknown. Bain News Service / Library of Congress; Workman atop the eleven-foot arm of Mercury, statuary at Grand Central Station, undated. Bettmann Archive / Getty Images; Glory of Commerce, by Jules-Félix Coutan, installed 1914, limestone sculptural group, Grand Central Terminal facade; Sun Beams into Grand Central Station, by Hal Morey, c. 1930, gelatin silver print. Getty Images; Jules-Félix Coutan, preparatory sketch for Glory of Commerce, c. 1911–1914. Reproduced in Kenneth Powell, Grand Central Terminal, 1996.