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New Logo and Identity for Milwaukee Burger Company by Little
 

before

after

Noted Sep. 26, 2016 by Armin

Industry / Restaurant Tags /

About

(Est. 2008) “At Milwaukee Burger Co. we believe in quality first and foremost. We aren’t your every day burger joint with frozen patties and frozen french fries. We bring in fresh angus beef and hand patty it ourselves every day. We bring in the best Idaho Potatoes and cut our own French Fries. We bake our own buns every day to ensure that you will get as fresh of a bun as you’ve had at any burger joint in the country.” Milwaukee Burger Company has five locations across the state of Wisconsin.

Design by

Little (Minneapolis, MN)

Related links

N/A

Images (opinion after)
New Logo and Identity for Milwaukee Burger Company by Little
Primary logo.
New Logo and Identity for Milwaukee Burger Company by Little
Primary and secondary logos.
New Logo and Identity for Milwaukee Burger Company by Little
Patterns.
New Logo and Identity for Milwaukee Burger Company by Little
Old menus.
New Logo and Identity for Milwaukee Burger Company by Little
New menu.
New Logo and Identity for Milwaukee Burger Company by Little
Pints glasses.
New Logo and Identity for Milwaukee Burger Company by Little
Billboard.
Opinion

The old logo, my goodness, one can only hope that someone, somewhere, at some point made a flat version of it but, chances are, it was intended to be like this — the "B U R G E R" type is particularly grating. The new logo is unquestionably better by default but unfortunately it's not the easy home run it could have been. The typography in the primary logo is okay but fails to stand out in any memorable way and it's hard to tell if there is any concept behind it — as in, maybe, the shape is meant to look like a patty inside two buns. Same thing with the secondary logos… all kinda okay, like different logo options that weren't selected in the first round. BUT, if there is one thing that can save ho-hum logos is repetition and the patterns give the identity a more convincing, energetic aesthetic that works great for a midwest burger joint. Comparing the old and new menus is like night and day so definitely an improvement. The billboard with the bad riff on Nike's Just Do It? Overdone. Still, a pleasing, Pinterest-friendly update for sure.

Your opinion…

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