Contents
Smokey Bones
Logo Redesign
Branding
2019
In searching for a more modern branding, we pared elements down to those that speak directly to their positioning as a “Fire Grill.” The palette became a warm charcoal, a newsprint-like gray, a vibrant flame red, and a simple white. The typography leaned into a tall and nostalgic wood type look, complete with roughened edges and angled curves to signal a carved unevenness. Finally, we blanketed the designs in grit to ensure the appearance never looked too clean.
In addition to our stacked and horizontal lockups, we provided two logomarks. Abbreviating the name as “SB,” we knocked the initials out of the flame for one version and layered them on top in a second color for the other.
Art Direction
Mark Anderson, ECD
Mitch Feickert, ACD Art
Dunn&Co.