Final Branding
Now that the decision had been made to go with the minimalist styling within the final brand identity the logo including logo mark and logo type was finalised. This was achieved by recreating the burger illustration with more accuracy, ensuring that it was recreated using a grid system to aid the professionalism.
The final branding was finished by combining the recently recreated illustration with some simple typography outlining the name of the restaurant and the opening year. The decision to use the typeface Din Condensed was informed by the nature of the illustration itself. The uniform structure and condensed nature of the letter-forms perfectly compliments the burger illustration.
illustrations
To finalise the brand identity a number of different small illustrations were drawn for use as additional graphic elements. These illustrations were drawn so that they would mimic the style of illustration founf within the logo, helping to create a coherent brand identity. They were then completed by recreating them digitally to a simple grid so that they worked coherently as a set.
Colour
The decision for colour within the brand identity was made by looking at the colour of various different foods that are natural within burgers and was informed by the mass market research into how primary colours are used for subconsious recognition. The decision was made to use a mustard yellow colour along side black and white to complete the identity.
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