Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

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

 

Slant This Way

Reviewed Feb. 23, 2012 by Armin

Industry / Restaurant Tags /

The Slanted Door Logo, Before and After

Today we are going small and local… Established in 1995, The Slanted Door, located in San Francisco, CA, is one of the most renown Vietnamese food restaurants in the country. Led by James Beard-nominated chef Charles Phan, The Slanted Door has grown from a hole in the wall establishment to a posh spot in the foodie-friendly Ferry Building and is the center point of a family of four restaurants under The Slanted Group Door umbrella. A new identity has been designed by San Francisco-based Manual.

We developed a logo and associated visual language that was as modern and sophisticated as the restaurant’s food. The resulting mark references the ‘slanted’ aspect of the name and utilizes a single line to bring a distinct and memorable element to the identity. With family being a core value of the Slanted Door group, this unifying line also conveys the notion of connection.
Manual Case Study

The Slanted Door

A supporting monogram is used as a sign-off, bearing resemblance to a nautical flag — a fitting connotation given the restaurant’s location at the water’s edge. This monogram is used as a supporting sign-off on branded items, and is also used to represent the umbrella company The Slanted Door Group.

The Slanted Door

The Slanted Door

Sample of the previous look.

The previous logo, apart from being almost a non-logo, was somewhat confusing, highlighting “ED” above anything else and the old menus didn’t quite make justice to the $11-cocktails or $50-plus-wine bottles available. The new logo is an elegant, Lubalin-esque solution that, if not entirely perfect — the tracking feels a little tight and I wish the diagonal line connected in a smoother way with the “THE” on top — conveys a better sense of upscale dining and the uniqueness of the restaurant. Where the identity really shines is in the applications, relying on a simple trick of a diagonal line dictating where and how things fold and letting the materials carry the sparely designed elements. Overall, a very effective, needed, and appropriate redesign.

The Slanted Door

The Slanted Door

The identity is applied in copper ink and foil across a muted, sophisticated color palette. All paper menus fold at an angle, providing a simple, unusual touch.

The Slanted Door

The Slanted Door

The Slanted Door

The Slanted Door

The Slanted Door

The Slanted Door

The Slanted Door

The Slanted Door

The Slanted Door

 

Comments


Share ›

Spotted Around the web

New Logo for Qualys

New Logo for Qualys
 
Spotted Jul. 27, 2017

New Logo for Saga Holidays

New Logo for Saga Holidays
 
Spotted Jul. 26, 2017

Pinned Recent, Big Stories

New Logo for NASCAR

New Logo for NASCAR
 
Posted Jan. 4, 2017

Curated Good-looking Summer Destinations

Peru’s New Brand

Peru's New Brand
 
Posted Mar. 15, 2011

Where the Cold Wind Blows

Where the Cold Wind Blows
Posted Sep. 29, 2010
 
 

About

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.

Many Thanks to our Advertisers

When choosing between competing products and services, please consider our advertisers, who help support Brand New.

Typography

Brand New uses Mercury Text ScreenSmart and Operator ScreenSmart from Hoefler & Co.

Webfonts by Hoefler & Co.

Join our Mailing List