The Rail Bar & Bites
We started the project by reviewing the creative brief provided by the client. From the information supplied, we understood that the client’s objective for the design was to create something upscale, but not too uppity. They wanted the brand to be fun and to appeal to a wide demographic. Our research into the property and the area uncovered the fact that Kansas City has a deep history with the railroad industry. The famous Union Station was constructed in the early 1900’s and local residents of the time welcomed the addition enthusiastically. The large clock that hung from the ceiling there became a meeting place for businessmen, couples, and gatherings.
Today, Union Station stands as a vivid reminder of inspired vision, determination and a collective sense of civic history and pride. We decided that with the name of the restaurant, and the storied history of the railroad system within the region, we would develop several concepts that nodded to the impact of the train to this community.
Our design team assembled to sketch the concepts and present them to our Director of Design and Creative Director. The concepts presented internally included the use of an icon that imitated the shape of the front of the train, as well as several typographic options that brought in the vintage feel of the Union Station.
As our Design Directors reviewed the concept ideas presented by our team, they ensured that each of the options presented would answer the client’s ask, and that we were taking into account the core values of the property and the restaurant. Additionally, at this stage, we ensure that we’re presenting enough variety in the options. The concepts were approved to be developed digitally, and our team got to work creating the logo options and preparing them for client presentation.
During the logo design process, we worked to implement the concepts into digital designs. Here, our design team selected and paired fonts that would convey the overall direction for the logo. We created several options here as we worked to include both variety and consistency. Additionally, we developed icons for the logos that would require an iconic approach, and we sought out colors that would bring about the look and feel that we were after for The Rail. This logo design phase is truly where the magic happens.
Then, the result was once again examined by our leadership team to ensure the client’s ask was answered in a manner that would serve the brand well.
The first hotel restaurant logo we created for The Rail featured a custom, abstract icon, indicative of the frontside of a locomotive train. Shown here with a simplified smokestack, the locomotive icon utilizes the letter R to help form the train’s headlight, frame and “cowcatcher”. We paired a clean and simple, sans-serif typeface, for the restaurant’s name, with a classic serif for the tagline. The pairing of these modern and classic fonts equips the logo with dimension, timelessness and a wide appeal. Here we utilized navy and sage green to coexist with pre-existing brand colors inside the hotel.
The second option we developed was purely typographical and focused on the historical aspect of the rail lines found in Kansas City. Showcasing the location of the restaurant, we paired both the name of the hotel and the city with vintage design elements and an old-style script typeface.
For our third design option, we developed a logo that nodded slightly to the large clock that hung in the original Union Station. The clock was an iconic meeting place, just as we hoped that the restaurant would be. We used the circular shape of the clock, and implemented the initial for The Rail within the space. Decorative horizontal lines were utilized to balance the icon. We implemented the same typography and color scheme from option one in this version.
We also created a variation included a simplified look at option two. This version moved the script to just the word “the” and brought in the bold sans serif for the word “rail.”
Upon presentation, we talked the client through each of the logo options, explaining why we felt each would work well for the restaurant, and how we envisioned each option being used in application. We also explained our color selections. At this point, we asked the client to select one logo direction to move forward with. Option one was selected, and we moved forward to finalize the logo for client use.
There was one revision to the selected logo that the client requested. Instead of showing the icon as an abstract silhouette of the train, they wanted to see a more symmetrical version that showed the entire front of the train engine. This change was implemented into the final icon by reducing the thickness of the lines and incorporating a reverse of the R shape to balance the icon.
During the logo finalization process for the hotel restaurant logo design, we worked to perfect the logo by ensuring that each element of the design was placed perfectly. Additionally, our Director of Design works to select exact color codes, selecting PMS, CMYK, RGB, and hex codes. Once the logo is final, we move into our project closeout.
Having approval from the Director of Design to create logo files, our team develops files for the client in PDF, EPS, JPEG, and PNG. We provide a full color logo, an all white version, and an all black version. We also create a logo guidelines sheet that outlines the font names, color codes, and logo usage recommendations. This sheet is provided, along with logo files in order to help our client maintain the integrity of the design.
We loved keeping this hotel restaurant logo design project on the rails. If you’re ready to depart, give us a call and we’ll jump aboard.