Logo Design


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This logo for a BBQ restaurant combines Chinese characters with graphics. The main body is composed of the characters for “grill” and “goods”, symbolising a compound character in Chinese language. The graphic implementation of “fire” in the character for “grill” vividly shows the status of a ragingly burning flame. However, the logo with its compound character does not exist independently. Instead, combining it with a picture of a shrimp, a squid and a sea fish, all outlined by thin lines, has resulted in a novel and flexible logo variant, which further emphasises the positioning for the grilled seafood products that the logo intends to convey.

  • Client:
    Hangzhou Wheat Village Catering Management Co., Ltd., Hangzhou, China
  • Design:
    Guosheng Lin, Hangzhou, China, Bin Hu, Hangzhou, China
  • Editorial Work:
    Lijing Mao, Si Jin