Logo Design Soobin Kim

The Garden of Eat'n

BASIC DESCRIPTION

*Imaginary Location and Address

A green environment amid the city smoke provides a refreshment for the public, hence the location of The Garden of Eat'n. Buy standing close to the intersection between Queen and Bay street, the restaurant is in close proximity to some of the commercial landmarks of downtown Toronto. This location also helps the restaurant stand out as a building covered in vines is surrounded by concrete.

As an Italian Bistro, it makes sense for the restaurant to be quite small but The Garden of Eat'n takes up an entire building. However to give off an ambiance of bistro, the building is rather tall and narrow. From Queen Street, only the exterior of building is visible yet the back reveals an outdoor environment where customers can enjoy a meal exposed to a neatly decorated urban garden.

The Garden of Eat'n serves Italian food and its menu includes freshly tailored dishes. Soups, appetizers, salads, pasta, steak, pizza, seafood and some classic Italian dishes fill the menu, all suitable throughout the four seasons. Some of the garden's famous dishes are the Veal Piccata, and Risotto. From traditional Italian cuisine to fusion dishes, The Garden of Eat'n provides a pool of selection for its customers.

RESEARCH

Having a solid image of the type of restaurant as well as the food it serves acted as a stepping-stone to my research.

http://www.pascaledrumlins.com/bistro.htm
http://www.morellobistro.com/
https://www.groupon.com/deals/victorian-village-italian-bistro

Although looking through pictures of Italian food was a joy, seeing some pictures of outdoor restaurants made me immediately shift my focus to the structure of the restaurant, rather than the food.

https://phillystylemag.com/philadelphia-restaurants-with-the-best-outdoor-seating
https://www.pinterest.com/explore/outdoor-restaurant/
https://phillystylemag.com/philadelphia-restaurants-with-the-best-outdoor-seating
https://www.tripadvisor.co.nz/LocationPhotoDirectLink-g60795-d9580747-i164658690-Front_Street_Cafe-Philadelphia_Pennsylvania.html
Examples of Restaurant Logos

PERSONA

Image - http://cnsrehabilitation.com/occupational-therapy/
Image - http://johnburridgephoto.com/toronto-actor-headshots/

10 THUMBNAILS

Thumbnails 1
Thumbnails 2
Computer Work 1
Computer Work 2

3 ROUGH DRAFTS

None of the 3 Ideas Made it to the Final Cut

1 COMPREHENSIVE

Some Changes Were Made After This Point

LOGO

Please Refer to my 'Rationale' for Further Description

STREET VIEW

BEFORE - http://panidyrektor.pl/witryna-sklepowa-jak-ja-zaprojektowac-aby-przyciagnac-klientow/
AFTER

RATIONALE

I first approached this assignment with a belief of creating a 'malleable' logo - one that can be easily manipulated to fit into various platforms or special occasions. However the setting as a bistro can be an obstacle itself, considering the fact that this type of restaurant has a traditional style of branding. But The Garden of Eat'n is partially an outdoor restaurant and I thought this alone could be an excuse for implementing modern elements to my logo.

The final logo is a fusion of the typical bistro and modern logo design elements. I decided to keep an analog ambiance as the base by adding circular lines by which the name of the restaurant is also curved. In addition, it has texts such as "Italian Bistro" and "Est. 1979", each separated for a more balanced look and I've added little circles around the curved lines as a more complete and vintage-looking decoration. On the other hand, the more modern elements come into shape as the font type and the tip of each line. The font I used for the restaurant name is a script font yet it still has a clear form and the lines I used to create various shapes all have uniform thickness, does not look sketchy, and the tip of the lines are all round.

Although there were several problems that frustrated me throughout the project, the most consistent one was what I call 'time's jaundiced eye'. This happens when you spend a lot of time looking at your work and after a while, you lose the ability to be critical of it. Everything will look perfectly in shape to you whereas your sibling who took a glimpse of your work may remember it as a product of a little glitch in her sister's brain. But after spending an entire day without working on my logo helped me realize that some lines weren't aligned at the right angle and the entire logo looked distorted.

After overcoming time's jaundiced eye, I decided to recreate my logo from scratch. I went back to my thumbnail sketches with a mindset of starting everything from the beginning and spent time on the gas lamp that I spotted in almost every picture of an outdoor restaurant. As my first step, I created a vector drawing of a simple gas lamp and cut out some parts so it could spell the acronym GOE (Garden of Eat'n).

One of my favorite parts of this logo is the circle that represents light from the gas lamp and the meaning behind its colors. A normal gas lamp produces light with a yellowish hue but the one in my logo does not reflect this. Instead it has a gradient of turquoise to orange, which represents the color of the sky. This has a crucial message--while other restaurants rely on artificial light, The Garden of Eat'n has sunlight as one of its most important light source. This aspect engenders an image of a green restaurant.

(At this point I would like to mention itmeo (www.webgradients.com) for their gradient swatches that I used for the 3 examples, but not the actual logo)

As mentioned before, my personal goal was to create a logo that could retain its form even when changes are applied to it. The color of light can be changed to welcome guests on holidays or days with special events. I've picked three logos with color changes as an example and it can be found under the "Logo" section of this spark page.

I personally think that out of all the assignments I have done for graphic design and visual art, this restaurant logo designing project helped me the most in trying new things and executing the best results from those attempts. I have never made a persona before and although seemingly irrelevant for a logo designing assignment, it did wonders in establishing a firm brand image and it created a mental T-chart of things that I would want in my logo and things that I would exclude. Using the skills that I have acquired, I would like to design an entire brand identity, from business cards to letterheads, incorporating similar designs as my logo. This in fact was my first assignment for the graphic design course but now with more experience in creating a logo for a professional setting, I can present legitimate progress.

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