"The Chelsea is a non-gaming resort hotel in the heart of Atlantic City comprised of two completely renovated and restored buildings. The goal of the Chelsea's proprietors is to return style and luxury to the boardwalk and bring back the booming resort town of the 1950s and '60s. The identity needed to evoke this period while remaining modern. The logotype is handlettered and evocative of neon signs and marquees often found on building façades during this period. This script paired with modern sans serif typography and bright color provide just the right combination of old and new."