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New Logo and Identity for SPUD Fish & Chips by Platform
 

before

after

Noted Jan. 8, 2016 by Armin

Industry / Restaurant Tags /

About

Established in 1935, SPUD Fish & Chips is a family-owned, hand-made, quick-serve fish-and-chips restaurant with four locations across Seattle, WA.

Design by

Platform (Seattle, WA)

Related links

Platform project page

Relevant quote
To focus the brand, we embraced its most iconic elements and reimagined them in a fresh but familiar identity. The fish got friendlier; type took cues from original signage; color was restored and revitalized; and a classic diner-inspired diamond pattern was added to grab attention. Each element works alone or in combination.

Platform project page

Images (opinion after)
New Logo and Identity for SPUD Fish & Chips by Platform
Logo detail.
New Logo and Identity for SPUD Fish & Chips by Platform
Guidelines.
New Logo and Identity for SPUD Fish & Chips by Platform
Stationery.
New Logo and Identity for SPUD Fish & Chips by Platform
Packaging.
New Logo and Identity for SPUD Fish & Chips by Platform
T-shirt and cap.
New Logo and Identity for SPUD Fish & Chips by Platform
Exterior.
New Logo and Identity for SPUD Fish & Chips by Platform
New Logo and Identity for SPUD Fish & Chips by Platform
Interiors.
Opinion

Perhaps there is some authenticity in the old logo that you can't recreate in any way: it looks like the logo on a crummy shack that happens to make the best food of its kind for miles. If you look at the location signs it's maybe not the most inviting logo for modern-day families. The new logo takes a cue from the signage of one of the locations to create a cleaner, bolder wordmark and introduces a super friendly cod that I happen to find very endearing, popping a chip with its tiny fins. Maybe it's now too cute or too much like a Minor League Baseball team but I think it establishes a friendlier, cleaner, more contemporary aesthetic for the restaurant without going full-on mainstream.

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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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