Cooper Carry's brand team developed the Trax Deli brand for the new dining facilities at Hitt Hall at Virginia Tech. The name, Trax Deli, is inspired by the rich history of the railroad in Blacksburg and the engineering students currently conducting research through Virginia Tech's Railway Technology Laboratory. The logo has a modern industrial look, with a solid and structured weight throughout. The font selected is sans serif, reinforcing the industrial feeling. The mark is created with the initials of Trax Deli, using a slab serif font from the same family, creating a modern interpretation of the train, sitting on the tracks. To round out the brand assets, our brand team developed a secondary stacked logo, and an alternate badge logo.
Hitt Hall will feature a 600-seat full-service multivenue dining facility on two floors of the building’s west wing, flexible general assignment classrooms on the third floor, and open collaboration zones throughout. The dining capacity added by Hitt Hall, with its nine distinct dining venues, will increase and more evenly distribute dining services for students, faculty, and staff on the Blacksburg campus. The building, designed by Cooper Carry, will provide an expanded physical presence for the Myers-Lawson School of Construction - a joint collaboration between the College of Architecture and Urban Studies and the College of Engineering - as well as a unique two-story Innovation Lab providing program opportunities for temporary and large-scale student-based projects.