After famed success at Loring Place, Chef Dan Kluger opened his highly anticipated second restaurant—Penny Bridge—as a nod to the foods that he grew up eating in American diners and at his own family's kitchen table. Penny Bridge reimagined diner classics and childhood favorites in Long Island City, Queens.

Named after the historic Penny Bridge which connected LIC to Greenpoint, the brand logo made reference to the architectural shape. Looking back to the golden days, to the past, a stamp icon reminiscent of old transit tokens added to the nostalgic feeling made present with a typewriter-style accent typeface. The bright yellow became Kluger's second bold accent color, pairing in line with the use of orange at Loring Place.