The assignment was to create branding identity for a hypothetical restaurant. I chose to brand a taco establishment, which I eventually named "Twisted." The goal I had in mind for the logo was to create something unexpected, yet fitting for the theme of the restaurant.
To begin, I wanted to attempt to create a hand-rendered logo. I pulled inspiration from hand lettering artists to get a sense of how the hand lettering process was handled. I then drew tons of thumbnails with different type styles, eventually narrowing it down to my final product. I used symbols of a pepper and fire to communicate spiciness and traditional Mexican flavor. From designing type, I learned that there has to be a sense of organization, especially with these organic letterforms. Stroke weight, spacing, and dimension were all things considered when designing the logo.
I believe the logo is quite unique, especially since I created the type from scratch. It has characteristics to it that let the viewer know that it's a Mexican (taco shop) restaurant. Through color theory, type design, and symbolism, this logo is successfully rendered to provide a unique brand for the restaurant, as well as provide a visual experience for the consumer.