This project was an assignment to create a combination mark for a restaurant identity that I developed along with the accompanying menu design. My concept, Early Bird, is a welcoming, classic breakfast restaurant located in Atlanta, Georgia. My identity drew upon the common saying, “the early bird gets the worm,” and likewise, the company believes in brighter possibilities from seizing the day with a delicious breakfast. My intention for the logo was to create a friendly, fresh, and clean design with a visual detail that tied in the bird element. The goal of the menu design was to convey the restaurant’s clean and cheerful brand personality. The menu project was set within the constraints of using only two ink colors.
In the logo, sans serif text was most fitting for my goals. Within the similar font style, I drew upon differences in x-height and width to provide sufficient contrast and therefore interest between the two words. Lastly, a feather was incorporated into the leg of the R. Aiming to meet the menu goals with cohesive branding, I opted for a refreshingly open and minimal organization in the design. The typefaces Filson (soft and pro) and Proxima Nova Condensed were used, reflecting the same relationship of variety in the logo.
I was pleased with the outcome of this project that met all my goals and received a great assessment. I was happy with the successful product especially considering the constraints. Additionally, this was my first assignment handling this scale of information and we were tasked with developing all the content of the text.