“Conveniently, each word in the name has six letters: sandwich them together and, rather nicely, you get two buns, a burger (and some lettuce).
“Designed by the studio’s Michael Bierut and Joe Marianek, the identity further informs the design of the restaurant itself, which was created by the Rockwell Group, and also the look of the menus, uniforms and signage. And the chunky type is set in a customised version of Hoefler & Frere-Jones‘ Knockout font.”
Quoted from Creative Review.
A good example of how logos seen in context can appear much more effective than when in isolation. The packaging, menus, signage, and interior all work well together, even though initial impressions on the logo alone may not be too high.
I’m curious why the Rockwell Group worked on some elements, while Pentagram were brought in for the identity.
What do you think? Are you in favour? Against?