Food and Malt
The brief (school project) Food and malt is a collaboration between Anders Braathen and Even Vehla. Anders Braathen has a background as a master brewer at Brooklyn Brooklyn Brewery, New York and Nøgne Ø brewery In Grimstad. With their new company “food and Malt” the friends want to introduce this food culture combining it with the microbrews trend.
I chose a to create a wordmark logo. Since this is a restaurant and “food and malt” is easy to say I wanted to use the whole name when creating the logo. The “boxed” style consist only of typography are placed together to create a young and fresh feel to it. I have also used a typography and texture that create a vintage style to it.
The vintage style shall be coherent with the homemade quality aspect of the logo.
The profile manual consists of three two fonts. One for the logo and a secondary as a supplement for logo. Only used on text like menu, web, etc.
The typography in the logo is in a ligature style and shall represent the homemade aspect of the logo.
For the secondary typography, I went for a modern Sans Serif to create a contrast to the logo. This is also going to be used on menus and where readability is more important than the style of the logo.
On titles Futura PT medium is the main font, this is to create a modern and clean heading structure that will catch the reader attention. On text I have chosen Futura PT light / oblique. This will be easy to look at when next to the medium weight. By jumping for light to medium, we get a nice contrast between the two weights.
On the logo, I have chosen to not use any other colors other than a dark gray. This is because of the modern and clean look I wanted to create.
But I have chosen to add two colors to secondary elements as backgrounds and illustrations. The green, White (with some yellow) and dark gray creates a balance and harmony together. The light color is used on backgrounds and on the logo when its placed on the green or on dark backgrounds. See the profile manual on usage examples.
I chose the green to create another dimension to the cozy, homemade aspect of the brand. I started with a clean white almost gray, but decided to add some yellow to create nice contrast to the green. The green is also chosen, to create some uniqueness to the brand. During my research, many restaurant brands chose red, orange, etc. Colors that create great contrast. The green will establish Food and Malt as a sustainable business and young, fresh and modern restaurant.
The composition creates the young and modern feel to the logo, by placing the words different and making the boxed layout the composition creates the harmony. The spacing is the same between the letters and double spacing between the food and malt.
As a part of my creative / inspiration method I put together “ID concepts” that tries to show a feeling and differentiate them from each other, so it is easier to see the direction I want to take. These ID concept come from brainstorming with sketches and creating a brand platform that can create a deeper meaning to the brand I am creating.
I start by get inspiration from sources like Behance, Dribble and Pinterest for getting a feel to the style I think will enhance their position. Then I start to sketch and experiments with elements of the typography or icons. After getting some favorites I take them into illustrator and experiment with spacing and manipulation of typography.
The project is just published and are are going to be handed in to the school any moment.
This was a great project for developing my skills in illustration. By going for a drawn style it create a good compliment to the logo.
