Rookies Sports Bar & Grill needed a logo refresh, as well as new business cards, and menus. They were very limited on what they could do with what they had and needed their brand to be further developed.
The first step was to review the logo. Their old logo lacked balance and versatility. They used an image for a baseball that limited its application, and distressing that caused issues with readability. However, the logo was already recognizable, so we decided that a complete re-brand wasn't the best direction. We felt it was more appropriate to refine what already existed to ensure that they're better prepared for the future as the business continues to grow.
We re-created their logo from scratch, re-drawing and adjusting letters to give "Rookies" more strength and consistency, while still leaving a vintage inspired look. Instead of using an image of a baseball as a dot for the eye, we created a vector that balanced better with the word and allowed the mark to be reproduced without any issues. The original tagline used a free font with only one weight. To build out the brand we selected a typeface that was still rounded, friendly, and professional but had more versatility. Gotham Rounded did just that and was incorporated into other collateral. For the main logo we also completely removed the distressing. This allows them to use their full logo more often without risking readability. We created a distressed version as an alternate option for them to use.
Rookies embraces the idea that sports have been bringing people and families together for generations. We incorporated that through the use of vintage sports photography. The business cards each had a different image on the back, and there is a Rookies logo pattern over the photos as a spot varnish.
These images were also included on both their large menus and their after-hours "overtime" menus. For the menus, we also expanded their color palette. Originally the only colors they used were red and black. We wanted to give them more options so we included a blue, gray, and cream. We also added small badges from the "R" in "Rookies". These are applied to coasters, as well as other promotional collateral.