Perhaps designing logos are my favorite challenges. Unfortunately, it is a high-turnover business, because the client usually only needs one. Also challenging are the psychological and political aspects: a symbol must express the personality and values of the organization it represents. This means that when the owners, who looks at the design every day, must feel a resounding recognition of: “yes, that’s us!”
This month, I have completed a logo for a new restaurant in Skokie, the owner the same as one of my beloved haunts in Evanston. The new place will have a different personality though: crisp, businesslike, and bright. (The old place is homey, warm, and more casual.) Named after the owner’s newborn son, Alexander’s will open any day, sporting a bright crisp logo designed by yours truly. It combines the sun (to represent morning) with place setting utensils (to represent restaurant).
Now that I have christened this new establishment with an original brand, I can’t wait to try the food! —always inspired, Liane