Logo for new East London-based restaurant

We looking for some help to design a stunning logo for a new restaurant in the East End of London close to the famous Spitalfields Market.

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Tagline:
None required

Desired Color Scheme:
Perhaps black on a white background but open to use of others

Desired Style:
Modern chic but with a respectful eye on the past

Accepted File Formats:
Standard Web Formats (.jpg, .gif or .png); Vector Formats (.eps, .pdf or .ai)

1. What is this brief for?

To help our contestants design a logo for a new contemporary restaurant named “The Archesâ€. The logo must convey a fresh and simple look that is both clean and sophisticated and respectful to the areas rich past.

2. Brand values

This is how our target market should feel/think after they have visited our restaurant:
Tasty
Friendly
Informal
Clever / smart

3. The name

The Arches is a reference to an old English song that was popular during the Second World War. It was written by a guy named Bud Flanagan who used to live in the building where the restaurant is to be located. For more information regarding the song please visit:
http://en.wikipedia.org/wiki/Undern…%28song%29

For more information relating to the song writer please visit:

http://en.wikipedia.org/wiki/Bud_Flannagan

4. Target audience

The restaurant is located in a very trendy part of London’s East end, close to the famous Spitalfields Market. It is also on the edge of the City of London – the country’s financial hub. During weekdays, the area is frequented by professionals who work in nearby City offices. During the weekends however, the area is filled with the young and trendy which gives the area a slightly edgy and bohemian “East End†feel
Although area is visited by diverse set of customers our target segment can be described as follows:

A. Busy people that are very much in control (money, work and play) and live life to the full, developing their careers, managing family commitments and maintaining an active social life
B. 25-50 years old
C. Trendy, knowledgeable, gregarious and confident people
D. Ambitious, well-educated and well-travelled
E. Like to go out but still price/value conscious.

5. Desired look and feel

We are looking for a clean, bold look. For us, less is definitely more.

In terms of design influences, think Ipod, think chic bar, think cool, laid-back music you’ve never heard before but really like.

We wish to include the words “The Arches†(without the quotes) either above or below the logo.

Black on white background might work best in terms of colour but we are open to seeing more edgy and vibrant colours providing a feel of chic, un-cluttered-design is maintained.

We like the idea of using a limited number of tones to create a vivid and striking first impression.

6. Word strings that describe what we’re looking for:
East End, London, chic, sophisticated, edgy, subtle, thought-provoking, historic, in keeping with the area's history, respectful