By: Vatthana "V" Long Brand Identity (GRD-230)
Project Summary Class:
Brand identity, GRD-230
Project Type:
Logo redesign for an existing company.
Subject:
Dusmesh, Indian Restaurant
Task: To create a successful redesign for the company’s logo. To redesign the old logo into a more simple, balanced and aesthetically pleasing logo.
Goals: To give the logo an upgrade, by redesigning the logo using a strong sans-serif font, using less decoration, displaying balance, and giving characteristics of India in the last design (through color and an animal in the logo). 2
Company Background Located by Cincinnati State, Dusmesh is a small restaurant that sells and specializes in Indian cuisine. With a 4/5 rating on google with 303 reviews, this restaurant is one of the many gems in Cincinnati. Dusmesh prides itself with its Indian cuisine. Even though the food sold there is gentler than other Indian restaurants, by toning-down the spices. But gentler food didn’t stop them from getting great review, as Dusmesh was named as one of the “Best of Cincinnati Restaurants in 2014” by urbanspoon.com. To this day the restaurant still receives great reviews and shows of no slowing down of the positive feedback from its customers. But even the great reviews can’t save their inconsistent logo designs. That is the only problem with the restaurant, that they use their logos on everything but on the building itself, and that is the problem I intend to solve.
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Company Attitude Mission:
To introduce Indian food to new customers, ranging from the student to the working man, by selling a toned-down version of Indian cuisine.
Vision: To bring Indian food to Cincinnati and giving a new outlook on Indian cuisine. Dusmesh does this by creating dishes with more vegetables and leaner meats. Dusmesh are also vegan friendly and has a vegetarian menu!
Values: By selling menu items that features lean meats, more veggies, and a vegetarian menu, Dusmesh promotes healthy lifestyle and serves all ages in Cincinnati.
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PREVIOUS LOGO Things I like about it:
Things I hate about it:
• The logo has the name of the restaurant and what the restaurant sells.
• The logo has unneeded decorations (the horses). • The horses touch and at times overlap the text and one horse doesn’t share the same amount of space as the next horse (or in other words the placement is awkward and not centered).
• The logo has a hierarchy and three different style of fonts. • The logo does fit the Indian feel by using stylized text.
• The fonts are basic fonts you can easily find in any Adobe program, and aren’t edited in any way.
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Brainstorm and Ideas In the redesign process, I’d chose to create a new logo that relates to the restaurant and India itself. The following are aspects that I intend to use as a base and thought process for the redesign. Minimal/Simplistic: • The logo will become simplified. • The fonts used is reduced to one. • The logo will also contain less decorative elements, by featuring one animal instead of two. • Spacing will be evenly distributed throughout the design. Dusmesh: • The color of the logo will be based on the interior of the restaurant and the feel the setting gives off, which will is warm and inviting. India Itself: • The logo will contain a new animal. One that is wellknown and that represents strength, but is also gentle (sharing the same characteristics as the food that is sold in Dusmesh).
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Indian Food
Simplistic
Minimalism
India
Dusmesh
Mood Board
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LAYOUT ROUGHS FOR THE MENU
CHOOSING THE FONT CHOOSING THE ANIMAL
Notes
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Sketches for the logo
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Digital Roughs
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Final Logo Description of Design: The logo is based on India and its warm weather, thats why I’d changed the color to a light sunset orange. This makes the logo match the warm and inviting feel of the restaurant. I’ve also changed the logo to where it only has one animal. I’ve decided to change to an Asian elephant because it’s native in India and is a strong animal, but it’s also a gentle one. This correlates with Dusmesh’s food, as it’s not as spicy as other restaurants but is still as flavourful. I’ve also simplified the logo to where it now has only one font. Also the font used is also easy to read from a far and as it is from up close. 11
Fonts Used FEEDING THE MOMENT abcdefghijkmnopqrstuvwxyz 1234567890 Used for titles of documents and for the logo itself. This san-serif font is as easily read for far-away as it is from up-close, which is why I’ve chosen to feature this as the type for the logo. Lemon/milk bold abcdefghijklmnopqrstuvwxyz 1234567890 Used for subtitles only. This sans-serif is similar to “Feeding the Moment“ but it differs in some aspects, like pointed and sharp shoulders, etc. Which is why it was chosen to be the secondary type for documents, letters etc. Tw Cen MT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 This is only used for body copy. This sans-serif font has a full set of type and other keys. Which is why it was chosen to be used in body copies of any document.
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Colors Used Dusmesh Orange Pantone: 159 U RGB: 201, 113, 70 HEX: #C97146 CMYK: 3%, 52%, 95%, 6% DUSMESH OFF-YELLOW Pantone: 7499 U RGB: 250, 237, 188 HEX: #FAEDBC CMYK: 1%, 2%, 20%, 0% DUSMESH ALMOST-BLACK Pantone: Neutral Black U RGB: 97, 93, 89 HEX: #615D59 CMYK: 57%, 53%, 65%, 20%
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How to Use It The unit of meseasurement: the “i” in indian restaurant.
The sides are determined by the width of the “i”.
top and bottom spaces are also determined by the width of the “i”.
Safe space
A safe space is added around the logo so the logo itself can be easily read without any confusion. The safe space is the space around the logo that cannot be crossed. This reassures readability, rightful placement and spacing when working with the logo.
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How not to use it Don’t have the text and the animal touch or overlap.
Logo cannot be skewed or stretched in any way.
The logo has to be in “Dusmesh orange”. any other color is incorrect.
The logo cannot be rotated in any way.
Only one animal can be featured in the logo and it will always be a elephant. The logo cannot be reorganized in any way. (This rule exludes the vertical version of the logo)
The logo cannot be used on a texture or on a photo.
It has to be on a background that will make the logo easy to read.
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On the website
On the Menu
On the restaurant
mock Ups
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Epiplogue Designs by: Vatthana “V� Long email: vatthanalong@gmail.com Site: https://vatthanasimporta.myportfolio.com/
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