Ruby Tuesday

On the Great White Way

When Ruby Tuesday restaurants launched its new brand, they introduced it at a restaurant in Times Square. The location offered two significant challenges. The brand needed to make a statement in the chaotic visual world of the Square and the signs had to adhere to local codes that are quite contrary to typical requirements.

Most signage codes are designed to limit impact, but the Times Square code requires 5 elements of animation. Icon collaborated with the architects to create a flashing, rotating dynamo befitting the location. From engineering to installation, Icon managed, designed and manufactured all of the location’s signage while meeting the rapid schedule for the new brand launch.

Icon then helped implement the new Ruby Tuesday brand signage nationwide. The process included coordinating with LED manufacturers to test illumination technologies that would yield maximum performance at minimum cost. The final design positioned the logotype colors in a wall sign with back and front lit fabricated letters that changed appearance from day to night.

Ruby Tuesday acknowledged appreciation to our team for being “invaluable in the creation and implementation of their new brand.” Ruby Tuesday continues to work with Icon to convert 600 nationwide locations.