For this project, the goal was to take a logo we previously designed last semester, and to take it the next level. We were to redesign the logo to refine it or better align to it’s brand values, and then apply it across different mediums.
Charlie Chicken (a fictitious restaurant name I was given last semester to design a logo for) is a smaller dine in restaurant with takeout options, specializing in fried chicken. Charlie Chicken’s goals revolve around their customers and their well being. They wish to serve fried chicken that is raised naturally and sustainably with no GMO’s, and by family owned farms. They want customers to experience a back to basics, farm-to-table meal, and to feel welcomed, relaxed, and part of the family.
The challenges with redesigning this logo was to better align it with it’s brand values. The logo had to better connect with it’s brand as a RESTAURANT before it could better connect to customers. While the colour green worked well for conveying it’s natural values, it started to look more like a grocery logo then a restaurant logo. Also, for a restaurant, green wasn’t the most appetizing colour. The symbol and the logo type also weren’t connecting well enough, and the added leaves in the letters were again making it too grocery-like. When I approached this redesign, I also kept in mind that in a traditional rebrand, old elements of the logo are still kept in the improved one, and changes shouldn’t be too drastic.
This is the final designed solution. I made subtle changes to the logo, and further refined the shapes so they were more cohesive and spaced better. I changed the chicken from green to red, since red is more appetizing as a colour for a restaurant. The red also relates to the colour of barns and chickens themselves, which also references the brand values. The leaves as tail feathers already expressed the natural elements of the restaurant without them being green. For the logotype, I removed the unnecessary leaves, and changed the font from Proxima Nova Soft to Iskra. The typeface worked much better with the symbol, matching it’s thickness and curves.
Once the logo had been redesigned, it was time to move to the next phase of exploring logo application. We had a choice of options across print and digital mediums. For Charlie Chicken, I tried to imagine how a customer interacts with a restaurant’s brand regularly when deciding where to apply the logo.
A menu was the first obvious choice, since it’s one of the first things people interact with at a restaurant. This also allowed for the corporate typeface to be shown in action as well. I also created supportive illustrations to give the applications personality; these icons were rendered in a similar style to the logo to act as an extension of it. It adds uniqueness, fun, and versatility to the brand, and could be used throughout it’s visual identity.
Staff apparel was also explored in the application. All restaurants have staff apparel, and apply their logos in a simple way for customers to see. The colours were reversed for men’s and women’s shirts, and a secondary brown was used with the red when needed, since the darker corporate colour over red didn’t work as well.
Since Charlie Chicken offers take out as well, a take out box with a bag to go with it was also explored, and the icons were used again through out their designs. The iconography is used a pattern in this case, and gives the packaging more personality and appeal to customers.
Restaurants also have strong online presences, which is why social media digital applications were explored. The Instagram account always posts relevant images of food, farms, and free-range chickens to promote the brand’s quality, honesty, and accountability. The Facebook page uses the iconography once again as it’s timeline photo, and also posts relative content.
Overall, I think the redesign of my logo is much more successful then the original, and it was really fun to see my logo in action on mediums that a restaurant would actually use. It’s important to think about how a logo is going to look in application, and what the best way is to apply the logo for people to interact with the brand.