updated logo branding consistency By performing a marketing analysis and preparing a creative brief, FryeAllen determined the branding for The Break Room needed to concentrate on a main identity. The client had been adding “Metro Eatery” to “The Break Room” which confused customers. A separate logo had been developed for “The Gourmet Cabaret” dinner theater. Giving these events their own identity and logos splintered The Break Room brand equity. It was decided that all the branding should be based on a specified hierarchy: 1.The Break Room, 2. a metro eatery (as a definitive phrase), and 3. featuring The Gourmet Cabaret dinner theater.
FryeAllen decided the “chair” logo should continue to be used as a metaphorical reference to the family’s hospitality, personal attention and comfortable hominess that one feels when in The Break Room. The Break Room, while still the comfortable eatery it has always been, also offers a stylish, urban entertainment venue. The new logo sets this tone, maintaining the friendly attributes the old logo represented, but illuminating a new kinetic energy, reflecting the Gourmet Cabaret and other evening events.
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signage Recently, The Break Room changed the outside signage and removed the original Break Room logo. Added to the sign was a secondary line reading “Metro Eatery” and a graphic of skyscraper-type buildings. These changes created a confusing branding message to consumers. FryeAllen redesigned the outdoor signage using the new logo and did a smaller sign for street-level viewers. An angle to the top of the signage was added to reflect the shapes in the logo and to emphasize the branding personality and tone.
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Spring 2011
TK...Topeka's Business Magazine