OUGD603 - Brief 5: The Woodshop
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Emily Lodge
Context
Brief
Deliverables
The Woodshop is a newly established restaurant based in the USA. It specialises in burgers, beers and ice-cream.
The brief is to create a logo identity for the newly established business. The client wanted a typographical design with the use of a bespoke and recognisable icon. This must be something that can work on its own as well.
Logo design & Identity
The branding will be used across a variety of media, from printed corporate material to their website.
OUGD603 - Brief 5: The Woodshop
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Emily Lodge
Burger Bar Research
Visual Research
Iconography Research
Looking into current American Burger bars, it is clear that there is a huge variety in terms of price range and visual look. The majority appear to be lower price ranges, with a diner feel, but there are more mature bars, such as FLIP. It is clear that burgers are a large cultural tradition in the US, and there are a variety of approaches, which all still have large audiences.
With the idea of a typographical logo, visual research was conducted to see what worked well and why, and how these same ideas could be transferred to this brief. A simple logo with an icon or emblem creates a contemporary but professional appearance.
To create a bespoke icon, looking into what is successful is key. The client wants an icon in a similar style to the Shake Shack. Simplistic and geometric iconography creates a unique and clear visual which is recognisable. This sort of design can also be applied over a range of materials effectively and still be very clear as to what it is.
OUGD603 - Brief 5: The Woodshop
Design Process The imagery above shows my design process through the client feedback and what they were looking for. The overall aim was to use simplistic typography and a simple icon which was integrated into the design in some way. The tone of voice was to be contemporary, but rustic and authentic in approach. While the individual elements did not change much, there was variation in the way the icon integrated into the design, as well as how the type all sat together.
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Emily Lodge
OUGD603 - Brief 5: The Woodshop
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Logo
Emily Lodge
Typefaces Primary Logo Font
Colour Scheme Primary Colour
Nexa Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Secondary Logo Font
C=50 M=70 Y=80 K=70
Secondary Colours
Sanchez Regular ABCDEFGHIJKLMNOPQRSTUVWX YZ abcdefghijklmnopqrstuvwxyz 0123456789
Body Copy
Sanchez Regular ABCDEFGHIJKLMNOPQRSTUVWX YZ abcdefghijklmnopqrstuvwxyz 0123456789
Chosen Identity The chosen identity is simple but works well with the icon being integrated but also able to work on its own. It was decided that the colour scheme would be brown, black and white, with the logo and icon being able to work in all colours. The logo is all one colour and the client specified that they wanted this to be definitive.
C=0 M=0 Y=0 K=100
C=0 M=0 Y=0 K=0
OUGD603 - Brief 5: The Woodshop
Extension - Collateral As a personal extension to this brief I went about mocking up the identity into a suitable context to show the potential for the branding.
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Emily Lodge
OUGD603 - Brief 5: The Woodshop
Extension - Collateral As a personal extension to this brief I went about mocking up the identity into a suitable context to show the potential for the branding in a restaurant setting.
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Emily Lodge