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dining room logo

The Dining Room is an on-campus cafeteria at San Diego State that wanted to update their logo to coincide with their evolving philosophy. The Dining Room is not your typical cafeteria, all the meals are cooked fresh, right in front of your eyes with real chefs! The Dining Room also does not utilize trays, instead they use plates... just like you would at home. The cafeteria is made up of five different kitchens which serve a variety of different foods. The menu also alternates every five weeks.

Their main objective was to attract students with a catchy logo that represented fun, as well as a warm, home cooked meal atmosphere.

My goal was to create an energetic, fun logo that would resonate with the target audience. The flames of the logo represent a hot, freshly cooked meal. The flame is also made up of 5 smaller flames, which represent the five seperate kitchens of the cafeteria. I found the typeface in an old type-specimen book and scanned them in, then traced them in illsutrator. I wanted the type and the flames to have imperfect lines so I roughed them up a bit to create a little more vibration and energy in the type.