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New Logos and Identity for Goode Co. by Principle
 

before

after

Reviewed Jun. 21, 2017 by Armin

Industry / Restaurant Tags /

Established in 1977 as a standalone BBQ joint by Jim Goode, Goode Co. is a family-owned food emporium in Houston, TX, that now counts with seven restaurants — three Goode Co. BBQs, two Goode Co. Seafoods, one Goode Co. Taqueria, and The Armadillo Palace. The company also has a thriving catering business and a bounty of merchandise for sale, from sausages to pies to hats. Over the last and the next few months, Goode Co. has been introducing a master brand for the company and all its properties designed by local firm Principle.

New Logos and Identity for Goode Co. by Principle
Main logo. Drawn by Jessica Hische.
New Logos and Identity for Goode Co. by Principle
All logos, before and after.
New Logos and Identity for Goode Co. by Principle
Color palette.

The structure of the old, main logo was okay but the stroke and shadow made it extra clunky. Cleaned up by Jessica Hische the new logo is an extra lovely piece of script lettering and it’s the equivalent of finding a car in a junkyard and restoring it to shiny glory. All the swashes are in the right place and at the right length and all thick and thin variations are perfectly balanced. Taking away the angle it used to sit at makes the logo much more elegant as well.

With the old individual logos for each restaurant you might argue that, in their kitschiness, they served their purpose well but even by Texan kitsch standards that Armadillo Palace logo was an onslaught of unappealing Texan-ness. The Seafood logo was far from imaginative or pleasant and the BBQ and Taqueria logos looked like the baseball team logos for the company to participate in corporate tournaments. The new logos are, yes, more corporate and take away some of the “flavor” away but, without a doubt, they are infinitely better and help establish the Goode Co. name as the connecting thread among all the properties.

New Logos and Identity for Goode Co. by Principle
New Logos and Identity for Goode Co. by Principle
Packaging.
New Logos and Identity for Goode Co. by Principle
New Logos and Identity for Goode Co. by Principle
Beer trays.
New Logos and Identity for Goode Co. by Principle
New Logos and Identity for Goode Co. by Principle
Livery.

The applications all make great use of the logo as the centerpiece and garnish it with a wide range of complementary fonts. In a way, none of it is surprising as it follows familiar restaurant and food tropes but everything is so well done and so good-looking that it’s not hard to go along for the ride. The beer trays are the kind of rusted thing that 50 years from now someone will pay a good deal of money for it at an antique store unless the sun has melted us all by then — stay cool Western U.S.!

New Logos and Identity for Goode Co. by Principle
New Logos and Identity for Goode Co. by Principle
Armadillo Palace.
New Logos and Identity for Goode Co. by Principle
Goode Co. BBQ. (Check out the old facade.)
New Logos and Identity for Goode Co. by Principle
Goode CO. BBQ uniforms.
New Logos and Identity for Goode Co. by Principle
New Logos and Identity for Goode Co. by Principle
New Logos and Identity for Goode Co. by Principle
Goode Co. Seafood.

The individual restaurants’ new coats of paint look simply great, with the big logo, nice typography, and accompanying illustrations. You can see, in detail, how these are shaping up at Principle’s site, as they’ve done the design for all the restaurants. Overall, this is a great way of applying corporate-identity-like standards while keeping an approachable, familial vibe.

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Logo Before & After
Sample Application

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