Starting a Restaurant:
Designing a logo, menu and take out container.
Congratulations young entrepreneur! You are a designer who is passionate about food and have decided to open your own restaurant. You are in charge of designing 3 key components for your business:
1. A logo
2. A menu
3. A take out container
For this three-part project you will research who your target market is, what type of category your restaurant falls into, and importantly what type of food concept your restaurant will have.
Online Resource: www. Restaurant.org
Logo worth 50 pts.
The logo is a very important icon in the restaurant business that is used as a sign, in advertisements and within the restaurant in the menu or even on a napkin. Since this logo will potentially be reproduced in mass the following limitations are in order:
- The text of the logo must be constructed using the pen or pencil tool in Illustrator. You can work off of an existing font, but it must be modified (use rasterization). The text must have at least 1 effect applied to it from the effect gallery.
Proportion, Balance, Variety, and Emphasis must be considered in the construction. See the Principles of Art under the menu.
A group of unique shapes or a representational object (a sushi roll, an orchid, a bamboo stalk) is encouraged to give your logo an extra pop of information.
- The logo can have no more than 5 colors not including black/white.
Your color scheme must be a Triad.
Triad A triadic color scheme uses colors that are evenly spaced around the color wheel.
Triadic color harmonies tend to be quite vibrant, even if you use pale or unsaturated versions of your hues.
To use a triadic harmony successfully, the colors should be carefully balanced - let one color dominate and use the two others for accent.
You will see this option under Select a Rule at the kuler site below.
3. Remember your logo must be legible from a distance and up close.
Menu Homework worth 20 pts. Finished menu worth 30 pts.
The menu is homework to be saved in a Microsoft Word 1997-2004 document (any format is essentially fine as long as it’s not a .dox).
In class you will copy your logo from Illustrator and menu items from the Word document and place it onto your menu. The layout (brackets, shapes, colors) must be completed first in order to start adding the menu information. You can find the Illustrator Menu Templates in the G drive once your ready to start.
1. Color, Composition and Layout Requirements:
A. Color
The text of your menu must be complimentary, meaning the colors are opposite each other on the color wheel. So, the menu can have no more than 2 colors with Black/White. Remember with printing costs elaborate color usage can be costly. If your menu is used for takeout you may be printing in the 100’s or 1,000’s.
Online color resource:
https://kuler.adobe.com/ This is a stellar site to help you create a complementary color scheme.
B. Composition and Layout
To challenge you compositionally the menu may not have a simple, long rectangular format that looks like a grocery list.
Plato's Rule
One day one of Plato's students asked him about composition in art. Plato's response was, "Find and represent the variety within the unity". We know that variety and unity are both principles of art. Most of the principles of art deal with composition. But, variety and unity are almost opposites. We know that we need variety and unity in our artworks, but how do we combine together to create good composition? The answer is we must push our work to create variety but keep the variety confined to being unified.
Composition - The way visual elements are positioned in a work of art. Composition is highly dependent on the use of the principles of art.
2. Where and When Information
Your menu must include:
A. Hours of operation
B. Address and phone number
C. Website or blog site
3. Menu
For the body of the menu you must have at least 3 items in each of the following categories as well as a price $$.
A. Appetizers. Try to compliment the menu.
B. Entries. Remember these can be separated into meat (poultry, beef, pork, seafood), vegetarian, etc…If you choose an ethnic theme break them down accordingly. Ex: Japanese: sushi, sashimi, donburi, yaki soba udon, etc…
C. Side dishes and/or salads, soups.
D. Desserts
E. Beverages
A Short Description (under 2 sentences, small font) of ingredients, flavors or even color can go directly underneath or along the side the menu items.
Before you start choose a unique font that fits either the modern, family-style or retro sensibility of your restaurant.
Go back to Graphics 1 when you learned about Serif and Sans Serif font as well as spacing of letters.
Take out container- Worth 80 pts
A. The takeout container provided has four sides, thus you must think in the round for this task. All digital manipulation must be done in Illustrator. You are welcome to design your own takeout container. It must be able to fit on an 11x14 piece of computer paper. I will show you some templates in class, by all means think outside the box. With time constraints in may be more efficient to use the template provided.
B. The four sides must contain the following:
1. One side must have the logo you designed
2. One side must have a non-objective, abstract “wallpaper” using the Triadic color combination you used for your logo. You could also use the shapes or objects you designed for the logo in an interesting arrangement.
3. One side must have the address, phone number and website of the restaurant.
4. The other side(s) may only use 2 colors from your Triadic or Complimentary color combinations. Using line or form in a simple, elegant manner could be very successful. You have the option to leave these sides empty. Leaving some visual breaks will allow your viewer/consumer to focus on the logo of the restaurant.
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