There’s a great article on Design Taxi today highlighting the stories behind common brand names like Lego, Wendy’s, Coca-Cola, Starbucks and more. This gives insight not only into the stories, but also how brand naming has evolved over the decades. Whereas before there was little competition in the marketplace, so names like Wendy’s would work, now however that name would be washed into the background of a restaurant brandscape.

You still need a name that has a story behind it. Those are the most powerful. You also need a name that’s going to pull out out of the brand noise and get people asking questions like: What’s that place all about? What kind of food are they serving? That sounds yummy, when does it open?

Enjoy the article »

The brand for Leanworks is more scientific with a touch of playfulness. It drives home the point of good, healthy food but doesn’t make it boring. I love the geometric shapes used to build illustrations. Well done by Stebbings Partners. Found on Design Work Life.

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B restaurant’s brand touts a highly illustrative B as the epicenter. Supported by traditional design elements that mimic technical illustration, it’s a new take on an old style. It melds the new and the old quite well. Designed by Markatos Moore.

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The restaurant brand for Pronto, by Dasha Karpenko, is driven by simple pen and ink illustrations of fresh vegetables. These illustrations combine with simple typography and great paper selection to create a natural, approachable, honest brand.

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Bright colors, reflective surfaces and Japanese style illustration are what makes the brand for Popfish, POP! Designed by Daniel Neves, creative director of Dimaquina, and João Simi of Giosimi.

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The brand identity for Magnolia Bakery brings a note of classic, traditional feel. With an Art Nouveau typeface as the core identity element, and simple illustrations and design layouts, the brand says “simple” and “good.” You get the feeling that this bakery in New York is putting out delicious items that aren’t over the top, just really good. Designed by Minou Sinios.

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The brand identity for Dockside Brewing is a demonstrating showing how a logo is not the only part of a brand. The Dockside logo is simple with a strong typeface in a black square, nothing crazy. The life of the brand comes out in the application with supporting graphic treatments and accoutrements that build an identity that’s noticeable.

The team at Landor did an amazing job crafting the brand for this new brewing company. I love the illustration style and how it plays into a new vibe you don’t see often with beer. Found on The Dieline

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L’Abattoir is upscale without being snooty. With nothing superfluous about the design work, the restaurant’s brand comes off confident, but approachable. Truly modern in its delivery, L’Abattoir lets the food and experience speak loudly. Designed by Glasfurd Walker.

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The brand for Natural Selection relies heavily on traditional illustrations of raw produce to drive home their message of natural, organic and clean food. The restaurant’s brand is simple and uses typography in conjunction with the illustration to build a no-nonsense, no excess type of identity. Together it says “natural,” making this brand spot on. Designed by OMFG Co.

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The brand for the fast casual restaurant, Unforked, is comprehensive and consistent in its delivery. Lead by a mustard-esque color, the brand uses strong typography to deliver their message of clean food and intelligent cuisine. It’s tongue-in-cheek without being too campy. Designed by Design Ranch.

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