Logo & Branding: Five & Dime

Five & Dime is a new restaurant and cafe located on River Valley Road, Singapore. Their identity, designed by Bravo Company takes the theme of American 5 or 10 cent stores and crafts a diverse portfolio of brand assets and an affordable product line.

The circular coin form plays a key role across this identity. Set at the heart of the logo-type and reflected across the printed collaterals it suitably reinforces the name in communicating an affordable proposition while also functioning well as a plate, a literal idea that neatly resolves the simplicity of the dinning experience. The typography is clear and well executed with a nice sense of depth and an underlying 60′s diner sensibility without being saturated in nostalgia or overly trend based. The alignment of the horizontal lock-up feels a touch awkward as the circle makes it clear the Five and Dime are not equally balanced, this could have been left out as the coin/plate concept is more appropriately communicated elsewhere. This is a relatively minor issue when looking at the stacked version and the consistency of the printed applications. The accompanying and contrasting script utilised across the tote bag looks great and delivers a welcoming and conversational tone to the brand experience. A simple black and white colour palette is practical and affordable complimenting the design work and delivering a sense of quality without appearing inaccessible.

Visit the BP&O Logo Gallery for a glossary of all the identities reviewed on BP&O.

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Richard Baird Richard is a British freelance designer and writer who specialises in the development of logos, branding and packaging. He has written for Brand New and Design Week, is an editor for The Dieline, has featured in Computer Arts magazine and also runs the resource Design Survival. Follow:     |     Twitter     |     Facebook     |     Portfolio     |     Contact