Sundance The Steakhouse is a family owned restaurant in Palo Alto, California. To keep the original spirit of family-owned restaurant, the new logotype will have the two ‘S’ shapes (one
‘S’ for Sundance and the other ‘S’ for Steakhouse) that intertwine to mimic a branding iron. Avenir Next Medium is used for typeface. Avenir is a sleek sans serif font that gives the restaurant a clean and elegant look. A thinner sans serif font, Walkway Semibold, is used for the secondary type, The Steakhouse, to balance the thickness of Avenir Next Medium.
The corporate identity will be clean and sleek to appeal to a younger demographic. The letterhead will be printed on a cream, textured card stock. The texture and thickness of the paper will showcase the quality and class of Sundance. The envelope itself will be printed and colored in black and the lip of the envelope will be printed in burgundy, leaving the type and logo in white. A zoomed in portion of Sundance The Steakhouse’s logo is placed in the middle of the envelope to allow people to write addresses. By allowing people to write names in a position Sundance’s logo, they will feel apart of the brand. The business cards will be printed on the same card stock as the letterhead to show consistency in their corporate identity.