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