Project 2_Salverson

Fictional Business: Stuffed Family Eatery

I am designing a logo for a family-style Italian restaurant that specializes in stuffed foods such as olives, ravioli, and tortellini.

Logo 1

Since the restaurant has olives on the menu, I wanted to incorporate an olive. I wrapped the text around the elliptical shape to let the image flow into the text.

In the initial design, I incorporated a 3D olive. However, I couldn't easily and naturally fit the restaurant name into the design because the type was 2D. Furthermore, the 3D illustration seemed to be too serious. I chose to make the olive more of loose illustration in the next version, which increased the casual charm and design flow.

I had to decide what type would best express the family atmosphere and work within the hand-drawn aesthetic. After some experimenting, I chose to go with Marker Felt. In this version, I also noticed that the viewer would not know what the brand's product was. I added "family eatery" to the next (final) version.

Logo 1.1

I was concerned that logo 1 would not elicit the idea of Italian food. I created a logo with a more explicit reference to one of Stuffed's main dishes and kept the style of logo 1. The color scheme, however, is not as exciting and eye-catching as the olive, so I chose the Logo 1.

Logo 2

This logo played into the fun and family atmosphere of the restaurant. The typographic movement and frame pieces created the allusion of movement. I chose not to use this logo because it is almost too simplistic and does not utilize color.

I attempted to give the design nuance by adding an olive graphic. The olive would reference the restaurant's product and include some eye-catching color. However, the olive appeared more as an "o" than a "u" and would not naturally fit into the design otherwise. 

Logo 3

This logo attempted to physically cram the word "stuffed" into a small space. The logo does not, however, provide a fun and authentic feeling. The sans serif type and serious color palette portray an idea of fast food and an older audience.

Letterhead

I wanted to keep the letterhead simple like the logo. I didn't add any additional images or graphics to keep the focus on the restaurant and any information that would be placed in the document. For the typography, I chose to put "Stuffed Family Eatery" in Marker Felt to maintain the brand and the additional information in Tahoma to maintain professionalism and readability.

After further thought, I decided that the letterhead needed more color to attract the eye and draw out the charm of the olive logo. I echoed the shape of the olive and inverted it to create the green margin.

Business Card

I applied many of the letterhead's elements to the business card. I chose not to use the type Marker Felt outside of the logo because I wanted to maintain a higher sense of professionalism.

Similar to the letterhead, I wanted to add more color. I decided to maintain some brand consistency and so created a similar margin shape as the letterhead.

Envelope

I applied the same logo to the envelop to maintain brand consistency. 

After the inclusion of color into the business card and letterhead, I decided to do the same for the envelope. However, I found that a right-sided, colored margin did not provide a sense of balance. I instead shifted the colored margin to the bottom. This design feels more balanced and maintains brand consistency.