Emilio's Colour Logo

Logo Rationale: Emilio’s

Design: Matthew Thomas

Opening next month, Emilio’s is a new Italian restaurant seeking to offer a “fresh” and “accommodating” ambiance.  This logo concept plays on these themes with bright and bold colours.  At its core, the coloured cutlery incorporated into the name concisely identify Emilio’s culinary offerings.

The two lead black characters draw the viewer toward the primary cutlery elements, while the end black characters naturally lead the viewer out of the composition.  This balance and support creates a stable, visual harmony.  The repeating elements also serve to clearly distinguish the central focus to the logo.

Eurostile has been selected as a contemporary typeface highlighting the new and fresh aspirations of Emilio’s.  The positive and negative space around the characters lends itself to both the “al fresco” and “inside” offering of Emilio’s.  The parallel horizontal lines add grounding to the logo and its slogan without boxing it in entirely.  This again draws on the restaurant’s ambiance, “accommodating to everyone’s needs.”

Note: The full colour version of the logo requires an additional colour to offset the white knife.  While the full colour version captures the full essence of Emilio’s, a single colour version has been developed for fliers and other collateral material.  An example can be seen in the black on yellow flier concept.