At the end of this article, you will be able to design a logo for your restaurant by yourself in line with your concept as well as find a professional graphic designer online that does the job for you without spending a large amount of money. Additionally, I’ll explain what you have to take into consideration to create an effective logo.
I suggest making yourself comfortable and take the time to read about restaurant logo design. Although you may think it’s just a drawing and anything goes, the logo plays a key role in potential customers’ perception of your restaurant.
At the bottom of the page you will find out how to create a logo for your eatery by yourself or hire a professional designer without spending big money, but before that, it crucial to understand the reasoning behind doing so.
Let’s start by analysing the factors that come into play when it comes to logo creation. The most important point is the consistency with your brand identity.
What is a brand?
Everything starts from here. It makes you known, recognized and inspires confidence. A brand is a name, symbol, colour, font, communication code – or better yet, a combination of these elements – that characterizes your products and services, enhancing the uniqueness. It tells your story and conveys emotion.
In a nutshell, a brand could be described as the perception, the emotional image that people have of a company, a service or even a specific product, with a “personality” that’s very clear and distinct from the others.
A brand is the “gut feeling” that people have when they hear a name. It’s the feelings, thoughts, associations that people have when they see or hear a business or product name. Brands comprise a multitude of elements such as name, tagline, graphics, colours, and the logo. To create a consistent and effective brand identity, you should go through a series of steps, and logo design is among them. The main stages are:
- Market research
- Target definition
- Benchmarking (competitors studying)
- Demand and supply analysis
- Name and tagline development
- Branding strategy
- Logo design
- Visual language (use of icons, shapes, pictures, and so on)
- Collateral design (sign, billboard, display, gadget, and so on)
- Packaging design
- Stationery design
- Paper design (brochure, flyer, and poster)
- Brand identity manual and guidelines
The restaurant logo creation should not be considered as something in itself, but as part of an integral part of the brand identity development process.
Restaurant logo design: what to know
The starting point to create a message that conveys your uniqueness is the development of a sign that helps you to promote your restaurant.
This sign states who you are through an intuitive, immediate, unequivocal symbol: your logo. it’s the recognizable mark that represents your restaurant everywhere, from your menu, to your website and social media like Facebook, Twitter, and Pinterest.
It features the main elements of your brand identity, and it includes:
- Value proposition (this is the primary reason prospects should come to your restaurant)
Look carefully at the logo you already have, putting yourself in your prospects’ shoes – those who don’t know you – and answer these questions:
- Do your restaurant name and the used font describe your history and your cuisine?
- Do the colours tell about the culinary tradition, dishes, and restaurant’s interior design?
- Does the logo’s shape convey proper emotions?
If you answer these questions with a “No”, you must redesign your logo.
What does a logo consist of?
Generally, logos consist of three key elements:
- Wordmark or logotype (usually the business name)
- Brand mark (a design element that provides visual recognition)
Sometimes, the Wordmark or logotype – the business name – is not included in the design. For example, think about Nike which only uses a symbol. In other cases, the mark coincides with the business name, for example Google.
The Tagline is a catchphrase that conveys the essence of the brand. For example, Nike uses the sharp Just do it or the well-known Think Different of Apple.
Five characteristics of great restaurant logo design
An effective logo has certain characteristics that you must take into account when you create one for your eatery. The following are the 5 must-have traits of a logo:
An important element to pay special attention to when designing a logo is scalability. In fact, even if you are very creative in the realization, if the logo does not scale well “it’s over”! A great logo can be resized easily, while maintaining both its recognition and its expressiveness. For the purposes of scalability, you can use vector graphics, as they tend to provide maximum scalability. The logo must have the same level of expressiveness and clearness both on a business card and a billboard.
The logo should appear ageless; it must always be “cool” and relevant, so that no one can understand when it was designed just by looking at it. This could be one of the most daunting tasks you will face during the design process, but it is an essential step that simply cannot be neglected.
Another rule to follow to ensure the logo isn’t mediocre is to make it as recognizable and memorable as possible. In order for this to happen, it is necessary that the design is very simple, avoiding the addition of elements that will only lead to confusion. Recall for example the logos of Nike, Mercedes, Coca Cola etc. – all are examples of simple design but are easily recognizable. It is very important for the customers to remember your logo.
As with any project, originality is an important part of our work. Always make sure that your project is original and creative, so that it can easily stand out from the crowd. If you cannot do this, make sure that whoever creates your restaurant logo is creative enough and won’t simply copy others.
Clean and clear logo
A clean and clear logo will always make a significant impact on people. An overly elaborate design hardly transmits anything to the customer. For these reasons, the best logo is also the simplest. So, be careful not to “overload” the design by adding too many elements, otherwise you will make the message confused.
If you don’t have a budget between $20 and $300 to be allocated to the logo of your restaurant, I have some advice for you: close down.
How to design a restaurant logo
As we discussed above, the logo must have certain characteristics and be consistent with the brand identity as well as having some technical aspects that cannot be underestimated. For this reason, the ideal solution is hiring a local professional graphic designer and working together closely during the development of the logo and the other design elements. Although it’s the most effective solution in terms of the final result, it may also be quite expensive. Let’s explore the alternatives.
Free professional logos do not exist! As you will see below, there are some ways to make a logo for free, but they are good only for getting an idea of what you’re looking for.
Professional graphic designers online
As I said above, commissioning the work to a field practitioner or a communication agency would be the best you can do, but not everyone has $800-1000 in their pocket. Luckily, the net is full of graphic design freelancers offering their services at a lower cost than locals. Websites like Fiverr.com and Freelancer.com give you the chance of getting a beautiful restaurant logo for just a few bucks.
The only drawback of hiring someone online is that they don’t know anything about your brand, nor will you be able to easily explain everything by email. Worse yet, if you hire someone abroad (out of Europe and America the cost of labour is lower), they won’t know your target background and the context in which your business is operating.
For example, unlike the West, where white has the characteristics of light, purity and cleanliness, in China this is not a popular colour. In fact, the Chinese have an aversion to white and the reason is simple: white in China is the colour of mourning, and is used in funerals.
Therefore, you must be as exhaustive as you can when you describe the type of logo you are looking for to the freelancer and bear in mind what we said above about the brand and the must-have traits.
I recommend that you read this book to learn more about logo design and be able to deal with a designer.
Talented graphic designers online: 99 Design
If want to find a more professional logo, developed and sold by top-level graphic designers, I suggest the store of 99design logos. With a minimum spend of $299 you will receive many extraordinary proposals for logos, specially tailored for your business by several professional designers. You can choose the logo that you like the most, and then request changes until it is perfect. You just have to open a contest, tell them about your business, and they will create a set of logos consistent with your brand identity. The experienced designers are guaranteed to make your jaw drop with their designs.
The logo is unique and you own the rights of use. While in the other stores (the ones described below) you buy logos purchased and used by hundreds of other people, in this case the logo is made especially for you.
You are entitled to a 100% refund if you are not satisfied with the logos that you have been proposed. In a nutshell, you pay only if you’re satisfied.
Paid logo makers
If you are looking for a fast and effective solution, you can use one of the thousands of logo generators available on the Internet. Most of them allow you to create the logo for free in a few simple steps and then you pay once you decide to download it. The cost of these services is around 20-30$.
You can go to www.logomaker.com or www.designmantic.com and get started with the restaurant logo creation. The limit is that the service is used by millions of people, and therefore you don’t have exclusive use of what you will download.
Free logo makers
Free-of-charge solutions exist to create drafts of logo for your eatery at no cost. The other side of the coin is that they are not as comprehensive as the paid services. The best free online logo generator is logomakr.com, which allows you to create a custom logo for free and then download it in the size you chose. It’s advisable to use free tools only to get an idea of what your logo should be like. You may use this tool to create a draft of your logo to give an idea of what you want to the professional designers of 99 Design.
Learning how to create an effective logo won’t be a picnic.
How to create a logo in Illustrator
Adobe Illustrator is a professional software used to design logos and any other graphics. It is advisable to create the restaurant logo design with this software only if you are familiar with it. I have to advise you that if creating graphics is not your job, you will hardly create anything but a doodle. However, it may be helpful to create an illustration to give to your graphic designer to help them realize what you want.
Below is a YouTube tutorial created by DesignCourse that will help you create a draft of your logo.
It may also be useful to read the following book to gain comprehensive knowledge of Illustrator: