This project is an unofficial brand identity system for the restaurant Korean Grille, which is located in Quincy MA. Loved by the local community, it is a small establishment run by a Korean woman who offers a variety of fresh cooked authentic Korean dishes. The project is an exploration in developing a new logo along with updated branded collateral for the restaurant. The design system focuses on Korean tradition of past and present by bringing together the art of historic Korean paintings and the neon signs and banners that litter the busy alleyways of Seoul. The link between old and new is preserved for a sense of tradition passed on through generations, which speaks to the authentic nature of Korean Grille’s food.

The logotype utilizes the typeface Gyst Variable, and was selected due to the tapered forms within the letters alluding to the essence of the Calligraphy of Hangul characters, but also is implemented in a reserved manor—thus maintaining a sophisticated quality. It is shown here in different iterations that can be used in the system as they apply, along with a cooking pot logomark, and custom illustrated figures derived from traditional Korean paintings.

OTHER WORK