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Redesigning 'Foody' Logos
Don't judge a book by its cover... unfortunately I'm that annoying someone who points out a good or bad logo whenever I go to a restaurant with my friends or partner. This page is me having a go at recreating some of the logos that I think could be improved.
Is branding important in our decision making when it comes to eating, or is it just me?
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Antler is an amazing Persian restaurant in Sheffield. I actually quite like the current logo, however when I passed it on my way to work I always thought it was more of an English countryside style pub. After reviewing the website and menu I came to realise it was 'Iranian' cuisine. My solution to this logo was to make it look authentically Persian (where the dishes originated) and make them proud of it. Aside the confusing logo design, Antler is a must try restaurant for any meat lovers or if you fancy trying something different, the owners are lovely and friendly.
Five Guys is a well known fast food chain from America. I've always questioned why Five Guys has such a basic wordmark. There's minimal character to it having an uninspiring Helvetica Black font coupled with Tekton (the hand written font), it just seemed contrastingly boring. My idea was to make the logo inherently American with a 50's diner feel, giving an authentic style to complement a mouthwatering beef burger. I created a primary and secondary logo for this so it can feel contemporary and traditional, adapting to different areas of the brands needs.
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Another one of Sheffield's hidden gems is 'Our Cow Molly', a dairy farm famous for its ice cream. There's nothing obviously wrong with their current logo apart from the 'Dairy Ice cream' copy being illegible at small scale. I thought I could bring it to life with a hand crafted typeface I made that feels full of sweet flavour and fun, orientated around family.
My issue with the Toby Carvery logo is that the illustrated chef loses detail when viewed from a distance or at a small scale like on the website. I think that the logo would work better if they simply removed the illustrated man for a main logo and added him when necessary on other formats such as menu design or posters. However I did go a step further and relooked at the font, adding more character to it by beefing it up. This way the logo can be used as more of a stamp style overlaying photography. I've redrawn 'Toby' and removed the clip art style that now feels slightly dated.
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Tsuki is a sushi bar and restaurant in the heart of Sheffield, which I'm looking forward to trying at some point. To me, Japanese design has always been inspiring and this was a great project for me to dip my westernised chopsticks into. With this logo I decided to create a typeface called 'Kai' that felt both a mixture between western and Japanese design. I tried to achieve this by taking inspiration in the Japanese Katakana alphabet system. To make it look distinctively Japanese I added the Kanji symbol (Inherited from the Chinese Characters). Tsuki means 'Moon', so the logo was finished around a sushi inspired symbol in the shape of a moon.
I hope this page allows people to question why they eat at certain places, is it just about the food, or is it everything from the logo to the website to what smells greet them when they walk through the front door. Feel free to message me if you have any suggestions, or just need to tell me which 'foody' logos you like or put you off from visiting.
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