The Station

Overview

Design a logo and menu for a conceptual restaurant.

Role

Graphic Designer

Project Type

Branding

Duration

February - March 2022 (6 weeks)

Team

Sole designer

Concept

The Station is that it caters to those who have never been on a luxury train ride or any train ride in general. A train is a mode of transportation, but since its creation, the ride has evolved into more than just a means of travel and is now part of the experience itself.

Both are based on luxury train interiors but mostly focused on different color palettes and patterns.

Logo Process

The ticket window would be one of the first things you see before you can board and introduces you to the train station. With this in mind, I played with around with this motif because the logo is what guests would first see.

Final Logo Design

I chose to emphasize “station” and place the “ticket window” centered above. I opted for all caps because only using lowercase made it seem like a label rather than a place. I also chose to center the ticket window because the emphasis should be on “station” and the window and not “the.”

Composition 1 (left) focused more on creating borders with negative space, while composition 2 (right) played more with the gestural shapes and patterns.

First Drafts

The pattern from composition 2 felt distracting so I opted for the borders and negative space from composition 1 and tested out some variations.

The left composition is for the outside of the menu where the logo would be on the front. The right compositions are for the inside of the menu.

Scale Pattern

The first drafts were a good start but didn't seem opulent enough so I went back and reworked a new pattern that references the fan-like motifs of art deco design.

I reused the borders from the first draft and this shows the evolution to the current fan pattern used in the final design.

Final Menu Design

The final design uses elements from my original sketches and first drafts. I had considered using a different pattern on the inside, but I found that introducing new elements became quite busy.

Key Takeaways

I found that doing a lot of research and really taking your time in exploring different compositions results in better future iterations. Although my original thumbnails did not become the final design, I was able to take different elements from each and create something new.