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This is a very old entry — images are small, formatting is off.

 

Guy Fieri Invades Times Square

Reviewed Sep. 20, 2012 by Armin

Industry / Food Tags /

Guy's American Kitchen and Bar Logo, New

Opened this month, Guy’s American Kitchen and Bar is a 16,000-square-foot restaurant in Times Square that sits 500 people and features three separate bars. As the name implies, the joint is owned by Food Network superstar (and national annoyance) Guy Fieri, co-owner of various other restaurants and one of the most popular hosts and personalities of the aforementioned food channel. There is no credit for the identity or interiors and this is for a stand-alone restaurant so it breaks a little bit with my publishing criteria but the project is worth a look.

Guy's American Kitchen and Bar Logo

For our international readers: this is Guy Fieri. Inspect the image, it tells you everything you need to know.

Guy's American Kitchen and Bar Logo

Guy's American Kitchen and Bar Logo

Alternate texture render, above. And yet another texture in the façade, below.

Guy's American Kitchen and Bar Logo

It’s hard to say this, as I am not, at all, a fan of this man, but the logo is, well, not bad. I mean, yes, it’s gaudy and cheap but it’s a logo for a restaurant in Times Square owned by a guy with bleached hair who owns 120 pairs of sunglasses and flame-adorned bowling shirts. It’s American. It’s in your face. It’s the farthest thing from subtle. And the “Guy!” wordmark that accompanies all things Guy Fieri notwithstanding, the typography is quite decent. I actually admire the way the logo maintains its relative integrity as it goes from the more graphic execution shown at the top, to the faux-finished version after it, to the real-life interpretation on the front of the building that lures tourists in. It’s really not that bad at all.

Inside, as you can see in all the images that follow, the bombastic, manly, dude-ish, bro-ish, American Industrial chic decor is perfectly played throughout the restaurant. For what this is — more theater and commercial brand-building than anything else — this is an active, engaging space that delivers on its owner’s personality with Times Square-sized precision. Like it or not, this is expert branding, from exterior to interior and beyond.

Guy's American Kitchen and Bar Logo

Exterior. Source for image directly above.

Guy's American Kitchen and Bar Logo

Guy's American Kitchen and Bar Logo

Guy's American Kitchen and Bar Logo

Guy's American Kitchen and Bar Logo

Guy's American Kitchen and Bar Logo

Guy's American Kitchen and Bar Logo

Interiors. All images from Eater.

Guy's American Kitchen and Bar Logo

Menu. With Sutro filter. Source.

Guy's American Kitchen and Bar Logo

Source.

Thanks to Andre Broussard for the tip.

 

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Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

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