Logo and brand design for 1950s themed diner located in Savannah, GA.
The Diner on Abercorn, a late night 1950's retro themed diner, owned by a small greek family, is a favorite late night spot amongst the locals, tourists, and students of Savannah, Ga. Having grown a fondness for the diner myself (after many late night bites), I felt that the current branding was doing the diner a disservice in showcasing its personality. Because of this, I've created this brand for The Diner as a passion project and way to pay homage.
Considerations
The Diner was a small business and did not have means to purchase new signage and other branded materials. It was essentail that I worked with the existing look and feel.
Client
The Diner on Abercorn
Role
Designer
Design Solutions
Logo & Brand
Menu
Merchandise
Motion Media
The logo is inspired by the restaurant's recognizable neon sign. To my benefit the sign had several already existing elements and themes to play with like a 1950's neon color palette and boomerang iconography symbolic of the times.
These colors are a refinement of the colors represented in the diner and reflective of the 1950's era in which the Diner's theme is based on.
Primary Typeface
Chosen for its clean, simple letterforms that ensures readability, while its condensed proportions help conserve space in the logo and signage.
Secondary Typeface
An accent monoline font inspired by retro diners and drive-in movies of 1950's Americana. It features fast curves, a hand-made free-flowing style, and unique uppercase and lowercase characters. It's particularly suited to bold displays such as menu headers,
From clip art graphics to all-caps type (for everything), this menu was in desperate need of an upgrade. I organized the information and applied brand treatment that would not only give the menu personality but make it easier to scan for the hungry reader.
Inspired by the tabletops at the diner itself, I created a pattern that paid homage to diners of the 50's. The pattern could also be used for a website, merch, collateral, and other promotional material.
