Summary
I created the logo and branding for a fictional eatery, Heatery. Heatery is a modern Mexican eatery that puts the flavor into your hands by letting you customize the heat level of your meal. My goal for this project was to represent the experience of eating spicy food through the visual and typographic elements of the Heatery brand.
I created the logo and branding for a fictional eatery, Heatery. Heatery is a modern Mexican eatery that puts the flavor into your hands by letting you customize the heat level of your meal. My goal for this project was to represent the experience of eating spicy food through the visual and typographic elements of the Heatery brand.
Audience
My final logo is designed for an audience of customers who are open-minded as well as enthusiastic, and who value convenience, freshness, and affordability.
My final logo is designed for an audience of customers who are open-minded as well as enthusiastic, and who value convenience, freshness, and affordability.
Sketches
My concept for the Heatery logo was to represent the acute sensation of eating spicy food by making the type jagged and sharp, while at the same time keeping it playful, stylish, and appealing to all audiences.
My concept for the Heatery logo was to represent the acute sensation of eating spicy food by making the type jagged and sharp, while at the same time keeping it playful, stylish, and appealing to all audiences.
My initial idea to include a skull in the logo to strongly convey the idea of hot spices didn't match Heatery's brand, as it placed too much emphasis on extreme heat levels and not enough on variety.
My next iteration of ideas was focused on creating a logo that communicated the "sharp" taste of spicy food, but unlike my first iteration, I wanted the logo to be able to represent a range of heat levels.
Color Palette
I chose bright red as the primary brand color for Heatery in order to convey the idea of spices and heat. The yellow and green secondary colors represent the hot and mild heat level options available, and using them alongside the primary red reflects the customer's flexibility.
I chose bright red as the primary brand color for Heatery in order to convey the idea of spices and heat. The yellow and green secondary colors represent the hot and mild heat level options available, and using them alongside the primary red reflects the customer's flexibility.
Typographical Study
For the primary brand typeface, I chose Paralucent to complement the sharp and geometric edges of the Heatery wordmark. Paralucent has a high x-height, meaning that lowercase letters will appear larger and bolder than normal when compared to uppercase letters so that the type not only appears more lively and dynamic, but it jumps out at the viewer, symbolizing Heatery's focus on bold, spicy food.
For the primary brand typeface, I chose Paralucent to complement the sharp and geometric edges of the Heatery wordmark. Paralucent has a high x-height, meaning that lowercase letters will appear larger and bolder than normal when compared to uppercase letters so that the type not only appears more lively and dynamic, but it jumps out at the viewer, symbolizing Heatery's focus on bold, spicy food.
“The logo is the point of entry to the brand.”
–Milton Glaser
–Milton Glaser
