How Rob (art director) started their logo design journey
NOTE: Please - no more buns and burgers. Something that keeps getting overlooked is readability from a distance like a sign from the highway. So simpler is better. It's harder that way but will make for a more memorable brand. Good luck.
Logo for new restaurant franchise. Serving philly cheesesteaks and burgers. Focus of this new business is: FRESH, Local and Authentic. This is modeled after the In & Out business. Consistently good service and made from scratch, fresh, food. PLEASE TRY TO INCLUDE the idea of (not the actual word) "FRESH" in some way if you can.
What inspires you and how do you envision the design for your business?
If there are two things that the logo should reflect: beef and fresh. Not necessarily "fresh beef" although that is the case. You can get a burger with cheesesteak on top; you can even get a cheeseburger salad!Always fresh beef, never frozen. But more importantly, all the ingredients are fresh. You walk in and will smell fresh bread, rosemary, grilled onions, homemade ice cream shakes. Think of a Fuddruckers (not their logo though). You can also get beer served here. There will be a drive-thru also. McDonalds and other big franchises are designing their stores inside to be more modern with more wood and higher end design elements. This is how their store will be also. This will be a very high-visibility logo. You could be the designer of the next McDonalds (okay, the next Chipotle). So keep in mind the logo will need to be attractive to someone driving by looking for a great burger! - By the way, they're calling the Philly Cheese Steak a "steaken" and the burger with the grilled steak, onions and peppers on top will be called -- get ready… a SteakenBurger!
- vector art- to be used on store front sign that's horizontal so it should be wider than tall.- upper lower text will probably work best- open to color; we will be dictating what color the building is painted on the outside. So have fun with the logo colors but keep in mind that we will be designing the coordinating elements based on the logo- should be reproducible at smaller sizes- should work in color and b/w- will be embroidered on shirts- things that might work -- you'll need to play with them: flame, grill marks, tomato, maybe a burger or a phillie cheesesteak (sub with roast beef, onions, peppers, cheese) not sure.
- No Western looks (fonts, horns cows)- clipart- no ovals or shapes that have no bearing on the design - in other words, no text or funky twisted effect unless it's a clever thought out purposeful design