Whether you’re launching a new restaurant or undergoing a rebrand, there are many elements that make up a strong visual identity, not least an eye-catching logo.
Your logo will be one of the first things someone sees when looking at your website, storefront or menu, so nailing your design is key to making the right impression with current and potential diners.
There’s no set recipe for creating a compelling logo, but there are a few things you can keep in mind to help you design a logo that’s eye-catching and authentically you.
1. Understand your target customer
The first step to nailing your restaurant’s logo design is taking the time to understand not only what your brand wants to say, but also who you’re trying to talk to through your visual identity.
As much as we all try to deny it, everyone judges a book by its cover to some extent, and that’s the same with your restaurant logo. Before you even start on any design, decide what you’d like to communicate to diners through your logo, whether they’re walking past your restaurant or browsing your website.
Do you want to convey a warm family ambience or a sleek, high-end experience? Do you want your logo to feel synonymous with your cuisine, or would you prefer it to evoke your interior design?
Make sure you have this central message nailed, and then you can figure out the best way to bring it to life.
2. Make it timeless
Conducting research into what other restaurants are doing with their logos is a useful way to draw inspiration for your own design, but don’t fall into the trap of leaning too heavily on current trends at the expense of personality.
For example, simple logos using sleek sans serif fonts have become more popular over the last few years in the broader marketing world, but what works for one brand might not work for others. While this kind of logo would feel authentic for a contemporary, experimental small plates restaurant, it might not give the right impression for a romantic French bistro.
If current design trends align with your restaurant’s branding concept, go ahead and find ways to incorporate them. Otherwise, don’t underestimate the power of classic fonts, iconography, and colours in creating a beautiful logo that stands the test of time.
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3. Don’t overcomplicate it
There are plenty of different elements that make up a great restaurant logo. However you choose to build out your logo, resist the temptation to throw everything but the kitchen sink into your design.
Choose one eye-catching element, whether that’s a bold font, striking colour or quirky iconography, and focus your design around that. Choose accompanying elements that complement the central aspect of your logo design, rather than detract from it.
You only get one chance to make a first impression with a customer, so make sure your logo is clear and legible while still looking impressive.
4. Make it versatile
As you design your restaurant logo, consider the different places you’ll need to use it. Your logo will be present across your restaurant signage, menus, website, and social media channels, so it must remain readable in any size.
For that reason, you might want to reserve any accompanying straplines for spaces where your logo will be larger and more legible, such as your restaurant window. You can then create a simplified version without the strapline to use in social media profile pictures and other smaller formats.
A striking restaurant logo is the first step in creating a listing on TheFork that drives more bookings and increases customer loyalty. If you’re not already signed up for TheFork, get in touch now to learn more.
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