From our archives – a logo and stationery design project for an upscale sports bar & grill in Tracy, California
It could be argued that logos created for restaurants and food service companies have the widest design latitude available, and that in no other service industry does the company logo more reflect the essence of the business itself. The design direction is generally dictated by a mix of economic factors (does the restaurant want to market itself as upscale cuisine or economical fast food?), cultural factors (is the restaurant to specialize in ethnic fare? – Indian, Chinese or Mexican to name a few) and any market segment that the restaurant is to appeal to (is the restaurant to be a trendy eatery or a party-hardy sports bar and grill) which brings us to Covey’s Sports Grill, the subject of this, our latest logo design case study.
Preliminary design concepts mixed themes of neighborhood bars (above) and sports team logos (below)
Finalized design is a hybrid of both (the stripes are meant to be reflective of a referee’s striped sweater).
When designing stationery, we’ve always found that the business cards are the ‘tail that wags the dog’ – it’s the layout of the business card that drives the overall design of the the stationery package. Accordingly, we generally give clients a range of cards to choose from before moving on to letterhead and envelope design. Below are some of the options presented to the owners of Covey’s.
The finalized stationery designs.
Even in this color-soaked digital age, any logo should be able to reproduce on the lowest resolution media and as a one-color design (think pens, faxes, checks, etc). To that end, we usually create a linear version of the logo with any tones, gradients and extraneous detail removed.
A grayscale (or halftone) version of a logo is always a handy thing too, so it’s always advisable to supply a client a set of those for use when color isn’t available but adequate resolution is.
You can visit the Covey’s Sports Grill website here