Mellon College of Science Visual Identity System
Brand Identity

Project Type:  
Client 

Role:
Branding, Icon Design

Logo concept for a fictional Mexican restaurant that specializes in secret ingredients

Brief:

El Taco Secreto is a small, local restaurant that gives a unique flavor to all its dishes with secret ingredients. The fun, bubbly atmosphere of the company needed to be communicated, as well as its dedication to fresh and natural ingredients.

Research:

Graphics and type of traditional Mexican restaurants were studied during the research process. Vibrant colors, decorative details, and expressive type are a major part of this cuisine.

Logo Elements:

Logo concepts were drawn out to develop the final logo, but a few elements were determined to best represent the restaurant. First, hand lettering allowed a way to express the quirky and authentic nature of the company. The decorative dots tie in with the decorative details found in several examples of Mexican restaurant imagery. The key hole references the mystery of the restaurant’s secret ingredients, and the distressed texture brings a natural and organic feel to the whole logo. Several variations of color, layout, and texture were tested.

Final Logo and Applications:

The final logo selection features colors that are bright and pop, representing El Taco Secreto’s atmosphere. Applications include painting the mural on the restaurant wall, business cards and letter head, tissue paper for wrapping tacos, and to-go bags. The logo can also be used as a pattern on certain materials in conjunction with the keyhole.