Painted mural on the large ceiling of Grand Central Terminal in New York City.

New York, New York

Grand Central Terminal Signage and Wayfinding

The world-famous landmark and transportation hub in Midtown Manhattan, Grand Central Terminal has served New York City since 1913. As Grand Central Terminal welcomes more and more visitors daily, wayfinding signage has become a critical component of the guest experience. RSM Design collaborated with the Metropolitan Transportation Authority (MTA) of New York, JLL, and many other team members to craft additional wayfinding signage that brings the Grand Central Terminal brand to life. The design team drew inspiration from historic elements and the grandeur of the architecture to enhance a signage system that both clearly guides visitors as well as respects the historic context. The team also worked to craft new tenant signage design and guidelines for the Grand Central Terminal Dining Concourse.



  • MTA of New York
  • Jones Lang LaSalle (JLL)

Conceptual Design Rendering

Conceptual Design Rendering

Conceptual Design Rendering

Conceptual Design Rendering

Conceptual Design Rendering

Branding is brought to life through the iconic Grand Central Terminal brass ring. The shape becomes a recurring motif in the signage design and environmental graphics throughout the site.

As guests of Grand Central Terminal navigate throughout the space, from the entrance to the dining concourse to upper level transportation platforms, signage and wayfinding become critical components of the experience. RSM Design provided identity signage and directional wayfinding to both elevate and bring clarity to the space. The sign system uses messaging in an engaging and clear style to correctly label entrances, tracks, platforms, and more while also respecting the historic architecture. As well, a comprehensive program of signage, wayfinding, and design elements create a foundation for a cohesive transformation of Grand Central Terminal.

View our work with Grand Central Terminal Dining Concourse

Conceptual Design Rendering


Metro-North Railroad (MNR), CBRE, O'Neil Langan Architects, Bliss Fassman, Building Conservation Associates

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