New Forest Restaurant it is one of my beloved restaurant when I’m working in a agency film in 2003, their signature dishes is vary of baked dishes. The restaurant were opened in 1998, it’s over 10 years, The owner said there is something wrong with the branding, but he don’t know what is the problem and which part went wrong, but he and the partners doesn’t feel pleasing with the visual.
The old logo was composed by the outline of tree, and the creator tried to tie in the letters of “n,f,r”, which is corresponding to “New” “Forest” “Restaurant”, the idea is not bad but the result is ugly. The 1st impact of this visual is kiddish, too whimsical, and not professional in term of design sense. And the thing is, who the hell will care the “n,f,r” character in the logo?
Beside the logo mark, the font is a disaster too. The Chinese words look like written by a six year old fat boy, plus it is nothing to do with the English font, they’re totally without any relationship, this font is dated and fit for the night club in 1980’s. This is the main reason why the visual is hard to etch into people’s mind, when to people talk about New Forest, people can barely remember the tree logo, and I bet no one know the English characters inside the tee.
So now 1st step of the project is get rid of the old clumsy kiddish logo, and rethink a completely new one.
Since the signature dishes of New Forest is baked dishes, I think this is one of the key element of the logo. Another thing should change is the font, and it is not merely the font, but a logotype, a graphic presentation of Chinese and English word.
The hand sketches during development.
The logo mark idea is very simple, just the integration of tree, bake dish and food aroma, the visual is simple and strong, and more relevant to the theme of “Forest”. For the logotype, I created the whole new Chinese characters, cope with the forest theme, using the tree shapes as the key element, Chinese customers can easily digest the message from the logo. I put the English logo subtly underneath the huge Chinese logotype, since the major target audience is local Cantonese, therefore the English new is relatively less important.
Compare to the old logo, the new one have a huge improvement, in term of shape and color, the visual now is professional, much better balance better the graphic and characters. And the next step is to apply this new image into shop front, menus, poster…etc. The project is still on going, and end up is the book of corporate identity guideline, in order to keep the consistency in the future.