about the project
The Point on Penn is actually three restaurants in one space. Owners Rolanda and Glen Brown presented us with several challenges. The first was to design a primary logo for The Point on Penn, the triangle-shaped building which would house the three restaurants.
For decades, the building had been home to the popular Elbow Room. When they closed, they left behind a built-in structure to house a neon sign. Our challenge was to create a mark that would be eye-catching. It would be used everywhere, from printed menus and in-store signage, to eventually the outdoor neon sign.
original logo concepts
three brands – an added twist
The second part of the challenge was for the mark to adjust for each of the sub-brands: Bakery Bistro, Flat Iron, and Upper Room.
That’s why the words “ON PENN” are isolated from the logo, to give us a place to swap out the other names.
As we moved from logo development to web design, the business shifted slightly, and now the Flat Iron has its own distinct mark gracing the home page of their website.
One of the keys to success on this project was to have a solid strategy as a foundation and then be able to change as the business changed.
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