Monaco

PREMISE

A successful restaurateur wants a logo to go with his newly-opened restaurant called Monaco, offering upscale traditional Mediterranean cuisine.

INSIGHT

Located in a prestigious area with waterfront views, this restaurant offers a seafood-forward menu inspired by Mediterranean fare from Italy, Monaco, and Greece.

PROJECT CHALLENGES

Incorporating the complicated history of Monaco into a succinct icon posed its own challenges. Compounded by showcasing the upscale aspect of the restaurant lead to several iterations with varying flourishes, directions, and ideas.

CONCEPT

Inspired by the art-deco themes of the famous Monaco Grand Prix posters, the theme seemed to naturally settle into a space between classic and classy. While the hand-lettering of “Monaco” evokes a feeling of a posh diner’s signature, the font under the “M” icon ties the viewer back to the history of its namesake.