Great Lights (logo and branding case study )

This was an exciting design project for us to receive, as this client is soon to be the most popular Cafe in Munich. It is currently under construction, and will be part of a $20 million Luxury property development

The Brief

The imagery in the logo was an important aspect to ensure that it gave off the “meaning” and feeling. The restaurant will be mainly visited by the large number of tourists that visit this area each year, and so the identity of the restaurant has to feel “Classic”, and give off the sense of “a relaxing destination”.

In addition, The propritor is a Mason and the “Great Lights” concept is a Masonic term that means to be enlightened ( the proprietor didn’t explain that in the brief) just something we caught on too.
The cafe also spends a large amount on print advertising, so the restaurant logo design had to be striking and keep in line with the overall luxury brand that has already been firmly established in the area.

Ideas and Concepts
The property development is mostly luxurious private condominiums, with the restaurant open to everyone. The logo design for the great lights had to give off the “luxury” feel, but also had to be somewhat casual to ensure that visitors understood the type of cafe it is. It’s not too fancy, but it’s not “walk in from the beach with your bathing suits on” either.

So, the design had to portray both upscale, yet casual.
Immediately, I had my first concept. Coffee cups and spot lights. The coffee cup symbolized the product, and the spot light gave it a commanding (greatness) touch. The two seemed to fit the balance I was looking for in this imagery and so I began to sketch a few concepts around this idea.

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Logo 1 was another way of using the coffee and spotlight, but the client decided that the wording didn’t fit comfortably.

So, we developed a concept that focused more on the conceptual meaning of the Masonic terminology. Illumination! We decided that it would be wise to have a circular version that served as a play on the term “great Light” as well as a 24hr Cafe, and version two was spawned.

Once we had the final logo nailed down, I mocked up how the logo would look applied in different ways.
Here it is added to a restaurant building as Signage, along with packaging mock ups.

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