Bodega is a new fast-casual restaurant concept offering fresh, high quality food quickly and at an affordable price. The brand aims to provide nourishment to busy consumers as they move from Point A to Point B in their daily lives. The company wants a modular logo to keep their look as fresh as their food. The name ‘Bodega” comes from the famed bodegas of New York City, similarly providing convenience and community to the neighborhoods they serve.
The process for designing this dynamic logo involved pulling graphic inspiration from the bold, typographic lettering of existing Bodega signs, hand-painted Mexican Rótulo signage, and the famed Massimo Vignelli NYC Subway map.
The final logo contains a thick, chunky typeface that is fun and quirky, while still reminiscent of the lettering on bodega signage. The colorful line in the design is variable, weaving around the type stack and symbolizing the consumer's journey from Point A to Point B throughout their day.
To keep this logo in compliance with brand standards, the make must keep the type in a 3x3 stack, readable from left to right. The text lock-up may change as it is displaced by the colorful line. The color palette is set in a consistent pink, yellow, blue and green, but the colors can be rearranged as needed. All lines must end in the duo-toned circles.
