Media Type: Brand Identity
Scope: Branding, Logo Design
Client: Milkstop
Challenge: Milkstop is an all day gathering place, serving great food and drinks that are inspired by the freshest seasonal ingredients. With this in mind, they deserve a logo that represents their values, ethos, and goals. My goal as the designer, was to gain an all encompassing understanding of the company, industry, and environment to design a logo that is fun and modern yet sophisticated.
Solution: In studying their original logo, Milkstop was in need of a pictorial mark that can act on its own to represent the brand. This is a restaurant that I work at part-time, so I had a great understanding of the values and goals of the owners and chefs. Additionally, I had access to the history and local significance of the location and building structure. The restaurant’s name and origins are related to the the original milk stop and milkmen that were in this location across from the railroad station. For the logo, I emulated railroad signage with the all capitalized typeface, with exaggerated kerning. The cow martini illustration/pictorial mark is a fun, engaging take on the history of the location mixed with the sophisticated drinks served.
For this project, I created an entire brand guideline booklet, outlining the appropriate ways to use the logo, colors, clear space, web and social media usage, and various deliverables for the company's use.
The colors used are black, white and green. Black and white are basic versatile colors that create a clean sophisticated look on any item. The rich, forest green represents freshness and vitality, which pairs well with the values of Milkstop.
This icon set is designed to showcase the elements of the restaurant, while have the icons mimic the letters in Milkstop.
The icons create a fun supplement to the logo that can be used on business materials such as business cards and signage on the side of the building.
These are some of the deliverables; including: gift certificate, server shirt and dress shirt, business cards, cocktail glasses and books.
