BPO


Giant by Also Design, United States

Opinion by Richard Baird.

Brand identity for Chicago restaurant Giant by Also Design, United States

Giant is a restaurant on Chicago’s Armitage Avenue with a menu of what is described as unpretentious Midwestern food. It is a small and intimate space with a contemporary and utilitarian interior of solid wood tables, simple chairs, brick and wood panelled walls, and chipboard skirting. Giant’s brand identity, designed by Also and extending across business cards, website, signage and menus, is an articulation of the the restaurant’s tongue-in-cheek name and plays against its modest interior space through type, typesetting and image.

Logotype for Chicago restaurant Giant by Also Design, United States

Also’s concept for Giant, which plays against intimate experience, itself is an unusual idea, is expressed in a variety of ways. In type this comes through in the spacing and expanding qualities of logotype, its condensed uppercase characters and the way that these characters are then implemented, at size, in print. Across business cards, concept is conveyed through some lovely images of giant redwoods, large mountains, and vast open spaces. Menus, signage and a single page website effectively utilise proportion as a way to set a sense of scale, while typesetting does this through a contrast in size and weight, reduction and detail, stacking and cropping.

Logotype for Chicago restaurant Giant by Also Design, United States

Brand identity and menus for Chicago restaurant Giant by Also Design, United States

Brand identity and business cards for Chicago restaurant Giant by Also Design, United States

There is a disjointed quality in the use of earthy illustration and photography of the outdoors, and the more reductive, bright and impactful qualities of menus. However, type shape and texture (drawn from a font family based on woodtype), the use of wood and geometric form throughout the interior, and the approach to social media (below) goes some way to resolving these, giving Giant’s brand identity depth and visual variety. This is linked by an understandable concept within context and delivers distinction and impact outside.

Brand identity and social media images for Chicago restaurant Giant by Also Design, United States

Brand identity and business cards for Chicago restaurant Giant by Also Design, United States

Other neat design decisions include the menus, which are printed directly from the website so that these only need updating in one place, the changing background letters of the website, a quality that introduces a little variety to what is a single page, and the way service and interior is worked in through the more personable qualities of Latin Modern Italic, and the utility of Latin Modern, alongside the big personality of Mader.

Design: Also. Opinion: Richard Baird. Fonts Used: Latin Modern & Mader.

Brand identity and menus for Chicago restaurant Giant by Also Design, United States

Follow BP&O:
Twitter
Feedly
Facebook
Instagram

Brand identity and business cards for Chicago restaurant Giant by Also Design, United States

What do you think of Also’s brand identity for Giant? Share your thoughts in the comment section below or get the conversation started on Twitter.

Brand identity and menus for Chicago restaurant Giant by Also Design, United States

If you liked this then you may also like:

Logo Design – Paul's  Logo - DF/Mexico  Logo Design – Rattis Books


Support BP&O



Thank you to everyone who has visited BP&O since its beginning in 2011. As many of you know, BP&O has always been a free-to-access design blog that seeks to offer extended opinion on brand identity work. It has sought to be the antithesis of the social media platform that often disentangles form, context and content. Writing articles can take 2-4hrs and are carefully researched.

I am passionate about design writing and believe that spending time to write about work, rather than just posting images, furthers design discourse. If you have enjoyed this article, have been with the site from its early days and would like to help contribute to its future, please consider supporting the site with a small PayPal donation. This will go towards the costs of hosting, CDN (to make the site quick to load) and Mailchimp, and cover some of the time it takes to research, write-up, format and share posts.