The East Village - Final Logo Development

The feedback from our group critique, and also our more in depth research into dive bars really helped us in the direction we needed to take for developing the logo. 






We were really concentrating on minimal design, monochromatic colour palettes and generally keeping it looking sophisticated and refined, however after researching dive bars its true that they are very bright, often lively, and not particularly sophisticated. East Village is obviously a cocktail bar and sort of appropriates this idea of a dive bar as a style aesthetic so I think its important that this shows through. 



Taking all this into account , here is what we were considering when developing a final logo:

  • just because its louder and brighter, doesn’t mean this idea of anonymity and being a quieter establishment can’t still be retained.
  • We really liked the idea of having a star as the logo - it references a lot of the visuals seen in American dive bars and neon signs, it matches the evening/night time setting of when the bar is open and also stars were/are commonly used as a way finding and navigational tool, therefore having a star as the logo almost suggests that this is what you’re looking for. 


We started playing around with star icons and logos, we wanted something which looked like a star yet was still original and individual. 



All the stars that we came up with just didn’t look distinct enough, so we decided to skew some of the shapes as if they were being looked at from a perspective, this is to reference how if it was a neon sign in a window, depending on what angle you’re looking at it from, either from the interior or exterior, the shape would not be perfect. Also it makes it look italic which adds an element of motion and makes it look more dynamic. 




This is the final logo we decided upon. As mentioned before, this is a lot more dynamic and bold, however when we move on now to how we apply this to the various touch-points in the rebrand, we can think about how this level of anonymity can be achieved in line with the brief. I think the way to go will be displaying it without the logo just as a symbol, referencing dive bars that don’t have signs on the door because they’re sort of secret bars. This would be a cool idea because people who know of east village would instantly recognise it, however those who don’t would just wonder what it is and perhaps they’d keep seeing it. 



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