THE FOODIE JOURNALS STEPHANIE DE JESÚS
THERE ARE MORE THAN 20,000 RESTAURANTS, ACCORDING TO THE NEW YORK CITY DEPARTMENT OF HEALTH ON THEIR “RESTAURANT INSPECTION INFORMATION” WEB SITE. THE RESTAURANT TRADE IS A BIG AND COMPETITIVE MARKET. ESPECIALLY WITH SMALL RESTAURANTS, IT IS OFTEN DIFFICULT TO BE NOTICED IN SUCH A COMPETITIVE MARKETPLACE. WHILE HALF OF THESE RANK AMONG THE BEST, A VAST MAJORITY OF THEM SERVE GREAT FOOD YET REMAIN UNKNOWN IN THIS COMPETITIVE MARKET DUE TO POOR EXPOSURE, INSUFFICIENT FUNDS OR ADVERTISEMENT. IN OTHER WORDS, THEY ARE WHAT WE MIGHT CONSIDER “UNDER RATED. “
THIS FACT MAKES RESTAURANT IDENTITY THE KEY FACTOR IN THE SUCCESS OF A COMPANY. A GREAT RESTAURANT IDENTITY CAN HELP IN GIVING THESE A COMPETITIVE ADVANTAGE. THIS IS EVEN MORE IMPORTANT FOR A SMALL RESTAURANT WHICH IS TRYING TO PRESENT ITSELF IN THE BEST LIGHT POSSIBLE TO ITS CUSTOMERS. IT ALSO UNIFIESTHE IMAGE OFTHE BUSINESS, MAKING IT EASIER FOR CUSTOMERS TO REMEMBER...
DESIGN MATTERS: AN ESSENTIAL PRIMER BY CAPSULE, MICHELLE TAUTE, MAURA KELLER
PROPOSAL MY THESIS LOOKS TO HELP THESE “UNDER RATED” RESTAURANTS THAT ALREADY FORM PART OF MY LIFESTYLE AND HELP EXPOSE THEM BY REDESIGNING THEIR LOGOS. THESE RESTAURANTS HAVE GREAT FOOD, BUT THEY REMAIN TO BE ‘HIDDEN GEMS’ OR AREN’T DOING SO WELL TO STAND OUT BECAUSE THEY DON’T FOLLOW THE PRINCIPLES OF AN EFFECTIVE LOGO DESIGN. WHICH IS WHERE MY HELP STEPS IN: TO AID THOSE WITH LIMITED FUNDS TO MOVE THEIR RESTAURANT FORWARD. THIS IS MY JOURNEY TO DOCUMENT AND TO HELP EXPOSE THESE PLACES TO WHAT AN EXPERIENCED DESIGNER CAN ACHIEVE.
PURPOSE MY PURPOSE IS TO HIGHLIGHT THE BENEFIT OF A STRUCTURED CREATIVE PROCESS OVER STOCK SOLUTIONS WHEN DEVELOPING LOGOS OR BRAND IDENTITIES. DUE TO THEIR LIMITED BUDGET,THEY DON’T WANT TO SPEND A LOT ON THEIR LOGO DESIGN AND THIS IS WHY THEY POSSIBLY RESORTED TO ANY OTHER STOCK LOGO OR HIRED A CHEAP DESIGNER. THEY MIGHT NOT REALIZE THAT THEIR LOGO IS NOT HELPING THEIR BUSINESS BECAUSE IT DOESN’T FIT THE CRITERIA OF WHAT A GOOD LOGO SHOULD BE.
SO...WHAT’S IN A LOGO? YOUR LOGO IS THE FOUNDATION OF YOUR BRAND AND IMAGE BUILDING CAMPAIGNS. IT ENABLES YOUR POTENTIAL CUSTOMERS AND TARGET MARKET TO REMEMBER AND RECOGNIZE YOUR BUSINESS.
OR IN THE POETICAL WORDS OF PAUL RAND, AMERICAN GRAPHIC DESIGNER:
“A LOGO IS A FLAG, A SIGNATURE, AN ESCUTCHEON, A STREET SIGN. A LOGO DOES NOT SELL (DIRECTLY), IT IDENTIFIES...”
GOOD LOGO:
BAD LOGO:
A GOOD LOGO IS DISTINCTIVE, APPROPRIATE, PRACTICAL, GRAPHIC, SIMPLE IN FORM AND CONVEYS AN INTENDED MESSAGE. THERE ARE FIVE PRINCIPLES THAT YOU SHOULD FOLLOW TO ENSURE THAT THIS IS SO…
A BAD LOGO FAILS TO FOLLOW ALL OR MOST OF THESE PRINCIPLES. THE BOTTOM LINE IS THAT WHILE A GREAT LOGO CAN HAVE A POSITIVE IMPACT ON YOUR COMPANY’S BRAND, A BAD LOGO CAN HAVE QUITE THE OPPOSITE EFFECT.
BRAND IDENTITY ESSENTIALS: 100 PRINCIPLES FOR DESIGNING LOGOS AND BUILDING BRANDS BY KEVIN BUDELMANN,YANG KIM, CURT WOZNIAK HOW NOT TO DESIGN A LOGO HTTP://WWW.WEBDESIGNERDEPOT.COM/2009/01/HOW-NOT-TO-DESIGN-A-LOGO/ HTTP://BLOGS.CREATIVEPOOL.CO.UK/BLOG/WHAT-MAKES-A-BAD-LOGO-BAD-AND-A-GOOD-LOGO-GOOD/
A BAD LOGO CAN... DISTORT YOUR BUSINESS IMAGE IF A BAD LOGO DESIGN DOESN’T REPRESENT YOUR BUSINESS CORRECTLY, THE VIEWERS ARE UNABLE TO IDENTIFY OR FIND OUT WHAT YOUR LOGO REPRESENTS, THEN THEY WILL MAKE ALL SORTS OF ASSUMPTIONS. HAVE A NEGATIVE IMPACT ON YOUR BUSINESS NO ONE WANTS TO CONVEY A WRONG MESSAGE THROUGH THEIR LOGO. BUT, IF YOUR LOGO ACCIDENTALLY CONVEYS A WRONG OR NEGATIVE MESSAGE, LIKE PROMOTES RACISM, MAKES FUN OF A GROUP, SHOWS HATRED AGAINST A NATION, THEN IT WILL ACTUALLY MAKE PEOPLE HATE YOUR BRAND. SLOWLY & SILENTLY DAMAGE YOUR BUSINESS MANY TIMES BUSINESSES PAY ATTENTION TO ALL DIFFERENT DETAILS IF THEIR SALES ARE NOT UP TO THE MARK, BUT THEY NEVER REALIZE THAT IT’S THEIR LOGO WHICH IS CAUSING THEM TROUBLE. CHEAP LOGO DESIGN COST VS. REDESIGN COST HIRING A CHEAP LOGO DESIGNER IN THE BEGINNING WILL ACTUALLY COST YOU MORE IN THE FUTURE. YOUR BRANDING EFFORTS WILL BACKFIRE COMMONLY,AFTER GETTING A CHEAP LOGO, BUSINESSES LIKE TO GET IT PRINTED ON THEIR BUSINESS CARDS, LETTERHEAD, BANNERS, POSTERS, MUGS, ETC. TO PROMOTE THEIR BUSINESS VIA DIFFERENT MEANS....SPENDING MONEY ON BRANDING EFFORTS WHEN THE PROBLEM IT’S PROBABLY THE LOGO ITSELF. 5 CONSEQUENCES OF A BAD LOGO DESIGN BY BEN JOHNSON
“EFFECTIVE LOGOS ARE LIKE SHIPS, BUT BAD LOGOS ACT MORE LIKE ANCHORS...”
DESIGN MATTERS: AN ESSENTIAL PRIMER BY CAPSULE, MICHELLE TAUTE, MAURA KELLER
WHAT’S CONSIDERED A ‘BAD’ LOGO? DISCONNECTION
INNAPROPRIATE
AND HERE WE SEE SOME ALTERNATE REALITY WHEREIN TODD ENGLISH MOVES TO CHELSEA, OPENS A BAKERY, AND PROUDLY DISPLAYS THE JUNK IN HIS TRUNK.
WHAT’S CONSIDERED A ‘BAD’ LOGO? DISCONNECTION
TO ACHIEVE THAT LIGHT, AIRY QUALITY, ALL CRUMBS CUPCAKES ARE JUGGLED BY A CHUBBY HARLEQUIN BEFORE THEY GO INTO THE DISPLAY CASE.
BEFORE THEY BECOME THE MEAT THAT YOU EAT, THE STEAK FRITES COWS ENJOY A DECADENT PARISIAN CAFE LIFE.
WHAT’S CONSIDERED A ‘BAD’ LOGO? NOT SIMPLE
NOT MEMORABLE IN OTHER WORDS... THEY FAIL TO FOLLOW THE PRINCIPLES.
THE POINT / WHY IS THIS RELEVANT LOGO DESIGN IN TODAY’S WORLD IS TOTALLY UNDER RATED. PEOPLE DO NOT UNDERSTAND HOW IMPORTANT A GOOD LOGO IS AND HOW VALUABLE IT IS TO THEIR BUSINESS AND THIS IS WHY I AM HIGHLIGHTING SOME OF THESE. I HOPE TO RAISE AWARENESS OF HOW IMPORTANT IT IS TO HAVE A STRONG BRAND & IDENTITY FOR A BUSINESS OR PRODUCT. A GREAT LOGO PROJECTS A ONE-OF-A-KIND LOOK, SO YOUR CLIENT BASE CAN INSTANTLY LOCATE YOU AMONGST YOUR COMPETITION.
“THERE ARE AS MANY REASONS FOR DESIGNING A NEW LOGO, OR UPDATING AN OLD ONE, AS THERE ARE OPINIONS. THE BELIEF THAT A NEW OR UPDATED DESIGN WILL, LIKE A TALISMAN, MAGICALLY TURN AROUND ANY BUSINESS IS NOT UNCOMMON. A REDESIGNED LOGO MAY HAVE THE ADVANTAGE OF IMPLYING SOMETHING NEW, SOMETHING IMPROVED....” PAUL RAND, AMERICAN GRAPHIC DESIGNER
INSPIRATION
THESE LOGOS ARE GOOD BECAUSE THEY ARE SIMPLE, MEMORABLE AND CONVEY AN INTENDED MESSAGE
BRAINSTORMING
BRAINSTORMING
OLD LOGO
NEW LOGO
FEEDBACK
HOW I WILL BE REDESIGNING LOGOS OF RESTAURANTS THAT I AM ALREADY A CONSUMER OF BUT DON’T FEEL LIKE THEY REFLECT THE PRINCIPLES THAT I HAVE ALREADY PRESENTED. I WILL BE REACHING OUT TO THE OWNERS OF THESE RESTAURANTS AND PROCEED BY SUBMITING A QUESTIONNAIRE TO SEE HOW THEIR CURRENT BRANDING ORIGINATED OVERALL, I WOULD LIKE TO GET TO KNOW WHY AND HOW THE OWNER FEELS ABOUT HIS CURRENT LOGO AND WHAT I COULD DO TO HELP THEM. I WILL BE DOCUMENTING THIS INTERACTION IN THE FORM OF A WEBSITE/BLOG: FROM INITIAL THOUGHTS, TO THE OWNER’S THOUGHTS, AND FINAL PROPOSAL. IT AIMS TO EXPOSE POSSIBILITIES TO THE OWNER, I WILL BE PRESENTING WHAT THEY CURRENTLY HAVE, NEXT TO WHAT THEY COULD HAVE (MY PROPOSALS).
WHO AM I DESIGNING THIS FOR, EXACTLY? “...THE BRAND IS ALSO DEFINED BY ITS CONSUMERS.” IT’S NOT WHAT YOU SAY IT IS. IT’S WHAT THEY SAY IT IS” THE BRAND GAP, BY MARTY NEUMEIER WITH THIS IN MIND, I’M DESIGNING FOR THE OWNER, BUT ALSO CONSIDERING FEEDBACK FROM THE CONSUMER. SINCE A GOOD LOGO ALSO DEPENDS ON CONSUMER REACTION,THE WEBSITE WILL ENABLE A VOTING POLL/COMMENTS FOR CONSUMER FEEDBACK.
COMPONENTS WEBSITE/BLOG: ABOUT ABILITY TO FILTER BY TYPE OF RESTAURANT GALLERIES FOR EACH RESTAURANT: BEFORE & AFTER LOGO COMMENTS AND VOTING POLL ENABLED FOR CONSUMER FEEDBACK SOCIAL MEDIA (CREATE A BUZZ) TWITTER FACEBOOK PINTEREST TUMBLR SOME OTHER POSSIBLE OUTCOMES: BOOK/MAGAZINE SHOWCASING THE OVERALL PROJECT OUTCOMES/CLIENT COMMENTARY. VIDEO COMPILATION.
WHAT MAKES MY LOGOS ANY BETTER THAN WHAT THEY CURRENTLY HAVE? THE IDEA IS TO EXPOSE AND EDUCATE THE OWNER AND CONSUMERS WHAT AN EXPERIENCED DESIGNER IS ABLE TO PROVIDE VERSUS A CHEAP OR BAD DESIGN. IT DOESN’T MEAN THAT THEY HAVE TO LIKE MY PROPOSAL, BUT IT’S RAISING AWARENESS AND ENABLING THEM THE EXPERIENCE TO SIT DOWN WITH A DESIGNER AND SHARE IDEAS, AND MAKE SMART DECISIONS TOWARDS A GREAT IMAGE. EVERY DECISION SHAPES THE FINAL PRODUCT. THE DIFFERENCE BETWEEN GOOD AND GREAT DESIGN OFTEN LIES IN THE STRENGTH OF AND COMMITMENT TO THOSE DECISIONS. THIS EXPERIENCE IS WHAT I WOULD BE PRESENTING ON MY WEBSITE/BLOG.
POSSIBLE NAMES THE FOODIE JOURNALS THE FOODIE DIARIES FOODIE FILES FOODIE/DESIGNER FILES
DESIGN MY DINE BITE-SIZE DESIGN DESIGN TASTIN’ DESIGN TASTE
RESTAURANT UNDERRATED RESTAURANT HUNT FOODIE DESIGNS FOODIE CRAFTS
DESIGNFEED DESIGNLICIOUS DESIGNPPETIZING DESIGNPETITE DESIGN DISH DESIGN SLICE
TASTIN’ DESIGN DEATS DESIGNMUNCH MUNCHIN’ DESIGN DESIGN BISTRO DESIGN DELISH
NYC BITES FOODIE NOVA CUISINENYC CUISINYC DESIGN CUISINE NYC BITES
DESIGN TASTE DESIGN BITES
NYC EATERY DESIGN EATS
DESIGN APPETIT DESIGNPALATE
RESTAURANTS I’M A CONSUMER OF (POSSIBLE RESTAURANT LIST)
LASAGNA RESTAURANT CASA HAVANA HEARTH RESTAURANT BIG BOOTY BREAD VENUS RESTAURANT THE FRYING PAN GREY DOG CAFE CASA ADELA LA TAZA DE ORO EL QUIJOTE THE BARREL MIKADO SUSHI ELMO ROCKING HORSE CAFE THE DRUNKEN HORSE THE DISH SPOT DESSERT BAR CAFE ORLIN BENNY’S BURRITOS DADDY-O
SUSHI ZEN ROMAN’S BISTRO PETIT CORTON SUGIYAMA NORTH SQUARE CONVIVIUM OSTERIA VIA DELLA PACE SARGE’S DELI HAKATA TON TON LA MANGEOIRE VANDAAG LA RAMBLAS MESA COYOACAN PARK ITALIAN GOURMET YAKI TORI SHIN ROSANJIN THE BROOKLYN STAR JUNGSIK CERCLE ROUGE
WHY I FIND MYSELF VERY DRIVEN TO EXPLORE A RESTAURANT THAT HAS AN ATTRACTIVE AND GOOD IDENTITY SYSTEM. AN IDENTITY THAT STANDS OUT AMONG THE REST, SO I HOPE TO DO THIS WITH THE ONES I’M PROPOSING - FOR SOMEONE ELSE TO DISCOVER THE GREATNESS OF THE RESTAURANTS I CURRENTLY VISIT; AND THE WAY I CAN DO THIS, IS BY DOING WHAT I CAN DO BEST FOR THEM, USING THE TOOLS I HAVE: DESIGN. BUT ALSO BECAUSE NOT JUST ONE RESTAURANT FAILS TO FOLLOW A GOOD LOGO PRINCIPLE, BUT A VAST MAJORITY OF THEM.