Throughout this brief I have been constantly noting down and regenerating phrases and key words the company SER has used on their kickstarter page, where it states the company concept and aims. SER is an acronym for simple, easy and real, which gives a clue as to what the business values.
The guidelines for the brand should reflect the experience customers have with the business, and the logo is an important part of the brand. Key elements of the restaurant that I've chosen to portray in the logo design include comfort, friendliness and approachability, and the entire brand identity should connote these factors as well. The warm colour scheme is a reminder of the Spanish origin and will run throughout the whole brand to be used alongside the logo on letterheads and other printed stationery the business should need. This can be followed through in all the design aspects of the business, including the interior decor of the restaurant. These colours inflict a homely and vibrant tone of voice, which will attract the target audience by giving them positive feelings about the brand.
A suitable typeface to fit with this aesthetic would be a sans serif with large counters, as it reinforces the informal tone of voice. I haven’t yet decided on a specific face but I imagine the sans serif body copy could be paired with a script-style typeface for headings on a menu, for example.
I've considered how I could apply the brand identity to relevant products and equipment within the restaurant, including the tableware (tablecloths, chairs, napkins and place mats), kitchenware such as aprons, chefs hats, and customary utensils, bottle labels, staff uniforms, smartphone apps, and their website.
If I was to create the entire brand identity for the restaurant I would plan to maintain the hand drawn aesthetic of the logo on all signs and menu boards to ensure the company doesn't become follow a corporate manner.
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