Dousias Medici Logo Final .pdf

Medici
Restaurant & Lounge

Logo Form: The tree, located inside Medici, is a symbol for the lively atmosphere consumers
will find when they go to Medici as well as the fresh ingredients used to prepare all of Medici’s
food. The tree is a modest gold color is set against a dark navy blue background. This will allow
existing loyal customers to maintain their familiarity with the sign currently above the restaurant,
that uses those same colors, while also attracting new customers by the way the gold pops off
of the navy blue background.
Logo Type: The logo type is white to really draw the customers eye, using a contrast effect with the
dark colored background. The font selection stays away from being too fancy to help battle the
misconception that Medici is a very expensive place to dine out, but still maintains an elegant feeling
so that customers know they are in for an excellent dining experience.
Positioning Statement: The old positioning statement “In Normal” did nothing to help Medici,
customers that were coming to Medici already know where it is located, no need to remind them.
We want to give customers a reason to come in, so I chose to use “Restaurant & Lounge” a statement
that really positions where Medici stands to the customers. I chose the word lounge because in
a college town, the word ‘bar’ takes on a bit of a different meaning (more party oriented). Lounge
is something that lets the primary target know this isnt a party bar, and also serves as a way to
attract the older target market to come lounge for a few drinks with colleagues after work.
*The second artboard with a white background is included to show the versatility of the logo design.

Medici
Restaurant & Lounge