Logo design – steak restaurant
No bulls, cows, horns, meat, cowboys, gauchos, forks, knifes, branding effects… so something a bit different from the usual steak place. The business doesn’t emphasise its steakiness. The aesthetic is modern, slightly industrial: bare brick, big lampshades, distressed wood. You know the type of thing.
My default setting is to try and combine text and image in some clever way. With the ban on imagery that wasn’t really an option, although something suitably subtle would have been acceptable. So it was text only.
A back and forth of a few ideas between myself and my client and we decided we were heading towards ‘industrial’.
Any one of a number of typefaces could have been used. The letters in the name are ones that tend to be similar across a lot of sans-serif typefaces. But Gotham has a suitable industrial origin, a nice ‘S’ and is (was?) trendy1 amongst the target market.
‘STEAK’ was shrunk to emphasis ‘SA-HA’. The rules added to unify the two words, fill the space, add to the industrial feel.
The standard hyphen was unnecessarily wide for a logo so I shortened it. It was also too low and looked untidy. I aligned it with the bar of the ‘H’ and gave it the same depth.
I probably then went too far and rounded the corners of the letters. This was to make it look at least slightly different from straight Gotham and to emphasis the industrial look.2
See more of my logo designs here.