When asked about the brand direction for Christos New City Grill & Restaurant, the client told us they wanted to add a New York City silhouette (he liked the skyline and it played up on the New City grill tagline). Our brief was simple – we were to create a stylized illustration, combined with a fairly simple logo font treatment. The client was concerned about maximum reproduction adaptability – there were serious brand plans; everything from menus, to letterheads, wearables to prefab signage. To accomplish this, we had to add a white backing outline (invisible in this version) that would give a printing base on which to print the blends and more subtle portions of the illustration.
For the typography, our designers selected Copperplate – a fairly common version – but modified it for a more custom look. Even out-of-the-box font selections can work in the creation of most logos, as long as the designer pays attention to kerning (the variable spacing between letters) and adds a few design flairs to customize the letterforms. At the end of the day, it’s the little touches that go into making an effective brand design.
Christos New City Grill
Type Of Project:
Logo design for a sports bar, grill and eatery.
Text only version.
There would be times when the full version of the logo would be inappropriate – size and aspect ratio restrictions were among the concerns – so we create an alternative text only version. This is the design that’s adorns the restaurant’s marquee.
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