While working at First Republic Bank as an in-house Graphic Designer, I was tasked with creating a logo for the corporate café which has locations in San Francisco, Palo Alto, Los Angeles, Boston, and New York City.
Collaborating directly with the stakeholder, project manager, and art lead, we brainstormed various ideas of how the logo should look. The objective was to bring a sense of modern appeal to the table (pun intended) while staying within brand guidelines. Using Adobe Illustrator, I quickly drafted visual elements that were then combined through multiple iterations. The finished piece includes symbols of a fork, spoon and plate. I also included a hidden bottle using the negative space between the fork and spoon. I consciously avoided closing the paths of the fork and spoon to allow the eye to wander freely within the confines of the logo. A subtle detail I enjoy is the rounded corners that make up the base of the plate. These reflect the serifs of the logo's typeface.
Once the logo was approved, I created various assets to promote the café's menu and online ordering app. Below is a design that was used for table tents and posters displayed at the Pine and Front Street cafés in San Francisco. The objective was to create an aesthetically pleasing sign that was legible enough to be read quickly by people waiting in line. I used Adobe Illustrator to lay out the sign and Photoshop to create the phone mock-up. Going above and beyond, I also printed, trimmed, and displayed the posters and table tents! The challenge was ensuring the brand colors matched, which took a couple rounds of proofing. Although the point of the ad was to get people to use the app, I admit that I didn't use it much because I enjoyed the experience of interacting with the friendly staff.
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