“Charlie Chicken” is a fictitious brand that was assigned to me for a project in my branding class; the project was that we were to create a logo identity for a restaurant, along with signage to go on the restaurant as well. We could make up what kind of restaurant it belonged to, and what it’s brand values were.
I made Charlie Chicken to be an honest, farm fresh fried chicken restaurant that proved good meals can be healthy and hardy, and they were a restaurant that genuinely cared about what they served their customers and where their products came from.
After researching competition, concept sketches and exploration of type began. I came up with 30 different concepts, including word marks, emblems, monograms, and pictorial and abstract symbols. Corporate ideals were also explored while sketching, including corporate ideals, activities, and name. This process really helped me generate as much ideas as possible, and really think about how the brand could be represented.
Once my concept sketches were complete and critiqued, I narrowed it down to 3 ideas to stylize. The stylization techniques that were used for all 3 logos was fragmentation, silhouette, planar, imposing shapes, containment, essence, and stylize. These techniques were very useful because it allowed me to see each idea several different ways that I could go with them.
In the end, this is the logo I went with to explore. I chose this one because I liked how it represented the brand name and activity through the chicken, while the chicken’s feathers were made to look like leaves to represent the brand value of farm fresh products. I went with a planar stylization because it was simple and friendly.
Once the logo was finalized, I began to sketch out ideas for the restaurant signage. The idea at the beginning was to have a hanging sign to be seen from all angles (such as passing by in a car), with vinyl signage on the windows and doors for pedestrian view.
I realized the type wasn’t connecting to the logo, and changed it to something that matched the curves and thickness of the logo. I refined the logo a little more with positioning and detail, and explored some colours. The reddish brown reminded me of the colour of chickens, and red is often associated with hunger. The green was more gentle, and associated with nature and the eco-friendly theme. The restaurant was also rendered in illustrator.
For the final stages, I turned the chicken’s head around so it could connect better with the type, and refined the leaves more so they “worked together” and connected more smoothly. I stuck with green and brown to better suit the brand values, and to have more contrast between the logo and logotype. I added leaves in the letters “i” in the logotype to further play up the theme. I changed the restaurant so that it had a large, wooden sign on the front of it rather then a small hanging sign, and kept the vinyl signage to just the leaves on the windows, and full logo on the doors. I styled the restaurant so it looked more like a barn to suit the brand.
Overall, it was a long process to get to this final design, but I am very happy with how it turned out in the end. Learning this branding process is so important to be able to generate the best logo possible for a brand, and it also makes you think differently when designing in all fields of graphic design.