Cluck Yeah!

In this project, the goal was to create the meaning, development, and execution of logos and explore the steps of how to create an effective logo and branding system. Additionally, the aim was to delve into a brand’s story through different visual cues. The brand had to be chosen from the hotel, retail, or restaurant industry. I chose the restaurant industry and created a brand for a wing sports bar in Austin.

Mood board

This was the mood board I put together before starting on sketches. The mood board focused on the anatomy of a chicken head and other elements that make a chicken unique. I opted for a warm color palette because it is a food-based industry and included some typography options.

Sketches for logo

In my sketches, I focused on many elements, such as having the logo incorporate a seal and using features from a chicken, including the head, wings, and feet.

First round of logos

In this round, I really wanted the name of the restaurant to be in the shape of a chicken head and capture the anatomy unique to chickens. I also explored a seal version because that's popular in other logos in the industry.

Second round of logos

In this iteration, I decided to incorporate chicken elements around just the 'C' instead of the full wordmark.

Third round of logos

In this round, I refined the flames on the 'C' to create a solid shape resembling the chicken's head.

Redesign of logos

In the redesign of the brand, I changed the shape of the flame into a smoother form and utilized some of the typography elements of the 'K' to shape the beak. In this direction, I have four different iterations of the logo for various types of uses.

Menu design

I decided to design a potential menu with some simple accompaniments of food that are typical for this type of restaurant, showcasing how elements like the chicken feet or the flames could be used to create a full menu.

Four logos in use

Here are some examples of the four different logos in use and how they all look together for an actual restaurant, such as on a storefront, custom pint glasses and coasters for the bar, or on a takeout box for online ordering.