Chef logo - The Woky Talky Chef
Client: The Woky Talky Chef (UK).
Design Category: Restaurant, Cooking
About: A brand development for Woky Talky Chef (Guide to Oriental Cuisine), a UK based web portal and publishing series dedicated to oriental cuisine and cooking.
Logo Brief: An effective logo can be more than a brand for your company,
it can be a product onto itself. Such was the case for The Woky Talky Chef which was to be used on a myriad of products, available from the UK based company's web portal. The new logo design was to represent the web site, and the brand for various cooking utensils, books and recipe compilations.
Most important to the client - the logo had to be fun, 'fresh' and appealing. To accomplish this, the client envisioned his logo in a shield, with appropriate Chinese restaurant styled logo fonts. TLF designers were tasked to create a cartoon representation of The Woky Talky Chef, while avoiding potentially offensive racial stereotypes. The personality that was to be part of the character was to evoke, and embody, the following characteristics (from the client brief) - "Fun, Funky, Entertaining, Light hearted, Adventurous, Audacious, Cool, Daring, Spiky black hair, cheeky grin, Energy, Young" but the character was not to be confrontational as to appeal to the broadest market possible.
Once the character was settled on, the various design elements were combined into the logo pictured above. To add a little more dynamic to the logo, the character (and his wok) were offset at a slight angle. The Wok Talky Chef, logo, now a registered trademark, will be appearing in the UK spring/summer 2005.
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