This assignment gave us the chance to create a new corporate identity for a local business, whether they knew it or not. Many people selected businesses out of the phone book at random, but I knew the business I wanted to overhaul.
I chose a breakfast/lunch establishment in Meridian, Idaho, called the Express Cafe. Besides creating a logo and business card, we also designed letterheads and envelopes for the assignment. And in addition to that, I thought it was fitting to “photoshop” a new sign on the existing building to get the full experience. (images are below)
As far as the logo goes, the image of the whirling plate not only refers to the name “Express” by indicating speed, but the typeface is also informal and expressive. I didn't initially plan on using the cliche food-service colors of red and yellow (in fact, I resisted using them), but once I had the logo's form settled, they were the only viable colors to use.
I have yet to actually approach the owner of the restaurant to show them my work, but I plan to. I would love to see what they think.