A rebranding of San Francisco restaurant Squat & Gobble, whose branding has remained unchanged since its opening in the 90's. The rebrand aims to be familiar to regular customers while also being fresh and iconic to newer customers.
A few explorations of possible logo designs which involved incorporating a turkey, a crepe, and various other items into the logo.
The final logo is reduced from a complete form of a turkey to just the head with an ampersand inside of it. The typeface used is Fenwick Light with a slightly altered descender on the Q to better compliment the form of the turkey head. In addition, this typeface was used for its friendly, timeless feel with its unique rounded structure for curved and circular letters.
The yellow and red used is inspired by the color scheme of the original logo to convey a sense of familiarity for longtime customers. The red in particular is utilized only on the turkey head in order to stand out from the rest of the logo and be immediately recognizable. The navy blue contrasts well with the yellow and red chosen for the logo and helps to further emphasize the turkey head as a focal point.
