Logo & Brand -Ghost Kitchen
Interim Gaming Hall
Keywords:
Update Logo | Improve Brand | Farm-to-Table Comfort Food | Food Truck
Ghost Kitchen’s Previous Logo/Branding and Food Images
Gathering Info
Ghost Kitchen, which was contracted to be a featured food truck during the construction of the new Gaming Hall, Interim, requested our services to update its logo and improve its brand. The owner did not want something completely new, but rather something that elevated their look. “A bit updated” was his exact direction. They wanted to keep the ghost mascot and text but were more open to a new brand, specifically for his menu.
Logo
The font for the previous logo wasn’t part of the Adobe font list. As part of our guidelines, we have to use Adobe fonts, so I found something similar, made sure it was not italicized for clarity, moved the ghost mascot into the O, and added a chef hat to further indicate that Ghost Kitchen sells food. I wanted the hat to be offset to be more relatable, as the food truck was popular and had a broad audience.
Our Creative Manager also requested that we add merch options for the owner in case he wanted to use the art for the future. I merch options I provided were a baseball cap, pen, mint, and coaster. The baseball caps could be given to the employees to wear to not only be identifiable but also keep the sun out of their eyes while working the food truck. The pen, mint, and coaster could either be given away as freebies or even used by customers when they are enjoying their meal(s).
Brand
Graphics requested: poster, menu, table tent, and merch (designer’s choice)
I wanted to keep the brand colors similar to what the owner was using before, but tweaked! Looking at the menu, the pale blue and lack of textual hierarchy makes it less eye-catching and a bit hard to read. Keeping ADA compliance in mind, I wanted to use a more vibrant teal, which made the pinkish-red text in the logo stand out more.
I kept the brand elements simple, only using a textured background. I wanted the corners of all graphics to be a bit rustic since they sold food being farm-to-table and had many vegan/gluten-free options.
