Initially I assumed a sans serif would be the most appropriate, it is modern to match the contemporary principles of a strictly vegan chain restaurant. The overall aesthetic must be modern and fresh.
Bookmania, the serif typeface is more serious and not as sleek, meaning this is the least suitable typeface for this purpose.
I also experimented with outlined text, again to provide a contemporary aesthetic and include more white space. The solid black type is much more legible and impactful, however. In context, this logotype will be seen visually on the front of the restaurant, so will need to be bold so that consumers can easily read and recognise the identity.
The most successful typeface was Radnika medium, the weight of the typeface was highly suitable, not too thick to look clunky, and not too thin so that it would not be as legible. It communicates contemporary dining to match the modern thoughts behind a vegan lifestyle, and will not distract from any icons used within the logo.
The most successful typeface was Radnika medium, the weight of the typeface was highly suitable, not too thick to look clunky, and not too thin so that it would not be as legible. It communicates contemporary dining to match the modern thoughts behind a vegan lifestyle, and will not distract from any icons used within the logo.
I began experimenting with vector icons, utilising a fluorescent green. Fluorescent green was use to signify the plant based nature of the restaurant, as green is usually associated with nature and plentifulness. By using a fluorescent shade of green, this heightened the contemporary characteristics, modernising the brand and communicating fun and high spirits, and especially vitality.
Green is a colour used frequently in vegan and vegetarian branding, so I thought although an obvious choice, it would be successful, and using a neon colour differentiated this identity from the other brands and independent restaurants / cafes.
Firstly I experimented with a bulls head, in order to signify the animal and strength however through analysis I have considered that this also could represent an eatery that sells meats, as I have noticed it being used as a common icon for BBQ establishments as the bull skull is associated with that type of meat and culture.
The second icon was a sesame seed shape (reflecting the bun of a burger), flipped to then become a pointer for a location. This is to convey how you check in to eat somewhere, and also reflects current social media habits of capturing food eaten and tagging where you are. I didn't think this really reflected a restaurant as it could look too corporate or insinuate that the brand is about travelling.
The burger icons were my obvious favourite and I chose to experiment fully with these. Here I have experimented with a range of 'fillings', such as the sesame seed shape which also looks like drips of sauce, and variously shaped wiggles again reflecting sauce or burger filling. The wiggles are contemporary and fun, and make the icon appear inviting and friendly, especially the one sporting softer curves. The zig zag is vibrant but could be too angular against the bun. The straight 'paint' stroke communicates an organic and hand made feel, which may be an avenue many other vegan eateries have gone down, however for this project it should be more professional and sleek to appeal to the masses.
The black bun is very impactful but too dark and does not allow for an adequate amount of white space, which could overface any type used within the logo.
I also experimented with circular shapes to reflect the earth in a contemporary and abstract way, however this ended up just looking like a Yoshi egg... Not very successful and does not have an edge to it, could possibly be difficult to figure out that it is supposed to look like the Earth.
I also experimented with overlapping colours and vector shapes, creating a more sleek collage feel, which provides an interesting composition and attractive positioning, the contrast of both black and green stands out well. Problems with using a leaf for a logo is that it simply is not unique to a vegan brand - leaves and nature are commonly used and I feel that pairing this with green is too much of a safe option which doesn't push the brand further. Problems with using an animal is that it could connote the use of animal products.
The three animals with a cross through signify the avoidance of animal products however these do not work as well as logos and would be better as part of a poster series or on the information section of a website.
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