Typefaces
For the type, I decided to use both a serif type and a sans serif. This way I would be able to reinforce the heritage of Harry's, whilst refreshing the brand. It would also allow me to use the sans serif for the body copy.
Palatino
Gill Sans
In terms of logo development, I wanted to create something that had a traditional feel to reflect Harry's heritage, whilst still keeping it exciting and fresh. The below colour scheme was chosen to reflect the content, the environment and Harry Ramsden's admiration for the Ritz.
Within the logo, I wanted to include the date in which Harry's was established, evidently reflecting it's heritage. This reflects the history and experience of the restaurant, as well as quality. I began experimenting with different formats and layouts to see what was going to be the most effective.
'Harry Ramsden's' evidently had to stand out more than the tag line in terms of type hierarchy, therefore this was kept at the top on a larger scale. I decided to used a maximum of two colours, as well as white, to keep it clean and simple.
I felt that the type by itself was possibly too simply, and it needed something else to make it stand out to the audience.
I began to experiment with placing the type inside of a circular shape, which would work well in terms of reflecting heritage and the fish and chips background. This created visuals that referenced both a date stamp and maritime signage.
I also started to include the 'H' from the existing logo, which I felt would strengthen the brand as it would make it much more recognisable. The name was also cut down to simply 'Harry's' which gives the brand a new lease of life.
Final logo
Above is the final logo. I decided to incorporate the existing 'H', change the name to 'Harrys' and include the heritage tag line. The colours were restricted to navy blue and white so that an extra colour could be added in elsewhere, keeping the logo clean, simple and reflective of the restaurant.
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