The identity a guest reads before they've ordered anything
A name mark, a palette, a type system and the room itself, working as one system across print, screen and door, so a guest gets the same read of your venue wherever they meet it.
Browse the guides and tools for venue ownersWhat a venue identity actually covers
A venue identity is the visual system a guest reads before they read anything else: the name mark, the palette, the typefaces, and the way all three carry into the room itself. Treated as separate jobs, each piece can look right on its own and still tell the guest two different stories about the same venue.
The name mark
The name mark is the mark that carries your name, whether that is a wordmark, a monogram, or a symbol paired with type. It has to hold up at the size of a menu cover and the size of a sign above a door, in one colour and in full colour, because it will be asked to do both.
The palette and the type system
The palette is the small set of colours a venue actually uses, usually two or three, chosen to work on paper, on screen and under the venue's own lighting. The type system is the pairing of typefaces that carries the name mark's character into menus, signage and the website, so a guest reading the menu recognises the same hand that designed the sign outside.
The room
The room is where identity work most often stops short. A strong mark on a website next to a dining room that says something different leaves the guest reading two venues, not one, and table settings, uniforms and printed material are where an identity either holds together or comes apart under ordinary use.
Why treat it as a system
A logo is one asset among many. A system is the set of rules that makes every asset a guest meets, from the booking confirmation to the printed menu to the sign outside, read as one decision applied consistently. Guests notice that consistency even when they could not name it: whether the venue feels considered or assembled.
What you receive when the identity work is finished
An identity is only useful to you if you can actually use it afterwards, on a menu, a sign, a website, without coming back to us for the file.
-
The brand mark in every format you need
Not one flattened image but the mark exported for print, screen and signage, so a printer or a sign-maker can each take the version they need.
-
The source files
The editable working files behind the mark and the palette, so any designer you bring in later, including one who isn't us, can open and change them.
-
Font licences in your name
Where a typeface needs a licence to be used commercially, it's bought and registered to the venue.
-
A written record of the system
Colour values, type sizes and spacing are set down in a document.
-
A clean handover at the end
Files and licences transfer when the job is settled; there's nothing kept back and nothing that only works while a subscription stays active.
This is about the identity itself. Where that identity carries through to the website, the venue website build page covers what you own there separately.
Start a conversation about your venue's identity.
Tell us about the room, the menu and the guest you want walking through the door, and the brief starts from there.