Think of your favourite restaurant. Italian? Chinese? Fast food even? Now think of every noun that has to do with that type of restaurant. Spaghetti, candles, waiters, wine…! And now pick the two of those that are the most different. With those two objects, make a logo for your own restaurant. Make it work!
I choose Halal food, that middle-eastern/Mediterranean style food that’s so popular back home in DC. Afghani food in particular is my absolute favorite type of food, and writing the nouns for it was definitely a drool-fest. But I ended up picking a hanging, middle eastern style lamp, and of course, a kabob.
To make sure that the ideas we had were fully thought out (and seemingly exhausted) a whole thirty iterations of a logo combining the two objects were created. Some of them got slightly wacky, but in the end it turned out that my very first idea was the best. Here are six more refined versions of my logo.
After some deliberation, the first was still the best, and I vectorized and simplified it down into a nice clean design. As far as working with typography, I found a typeface that mimicked the straights and curves of the shapes in my logo. However the type was very flawed. So I turned it into outline shapes and sat down to fully redo and fix the typeface. Finally, after several hours, it was perfect.
Adding color helps, but essentially a black and white logo is what you should always strive for, to ensure that it works in all arenas. I outfitted my logo with variations on a dark red, to capture a more exotic feel.
And finally it was done! I addition to doing this logo and word mark, I developed a brand pattern. Perhaps I should print it out on some large paper and see how it looks!