I wanted to show my skills to the local Victoria market so I redesigned the Floyd's Diner logo.
Thirteen years ago I used to work as a busser at the original Floyd's Diner. Back then it was just as vibrant as it is now: busy kitchen, busy front counter, and an even busier floor. Customers streamed in and out and filled the entire restaurant.
At that point Floyd's was already the go-to spot for families, old timers, and young brunch-seekers. It felt like one big family, and it's a big part of the reason why I decided to redesign their logo.
The original Floyd's logo is a masterclass in logo design. Its distinct color palette and graphic elements make it easy to remember. I'm not aware who the original designer was but the design has stood the test of time well.
The original mark is made up of three elements: the FD initials; the "wings"; and the circle backdrop. My approach was to reinterpret these elements with my idea of classic-looking diner vibes. The new wings are reminiscent of chrome angels wings and the FD initials have a racecar typographic style. The result is a high-speed mark that captures the Floyd's ethos.
As part of the design process I modified the mark for use in different sizes and placements. The result is a robust visual system that stands up in every application.
I see potential for this brand across multiple merchandise types: apparel, dining ware, posters, stickers, and more. The marks would also perform well in the menu, in signage, and for all of the restaurants' other daily applications. The visual identity of the business is already strong: punctuating its rhythm with a vivid mark would help reinforce its bold personality.
Alex Banman,
Owner & Graphic Designer
Portfolio
Karbon Graphic Design Services Company™
250-634-4734
talk@karbonbranding.com
Victoria, BC, Canada
