The mandate of this project was to give Triple Crown Dinette a new identity that was modern and fresh. Designing a new logotype and mark that can be applied to tangible items and used in a dynamic, versatile way.

The mandate of this project was to give Triple Crown Dinette a new identity that was modern and fresh. Designing a new logotype and mark that can be applied to tangible items and used in a dynamic, versatile way.

Brief

triplecrown_animationstationery

In the United States, the Triple Crown of Thoroughbred Racing, commonly known as the Triple Crown, is a title awarded to a three-year-old Thoroughbred horse who wins the Kentucky Derby, Preakness Stakes, and Belmont Stakes. The last race was inaugurated in 1875 being the Kentucky Derby. The owners of Triple Crown were born and raised in Kentucky, and have brought the southern hospitality to Montreal. With the old time races and traditions in mind, I used elements and inspiration from vintage horse racing tickets to create the new logotype and mark for the new face of Triple Crown Dinette.

In the United States, the Triple Crown of Thoroughbred Racing, commonly known as the Triple Crown, is a title awarded to a three-year-old Thoroughbred horse who wins the Kentucky Derby, Preakness Stakes, and Belmont Stakes. The last race was inaugurated in 1875 being the Kentucky Derby. The owners of Triple Crown were born and raised in Kentucky, and have brought the southern hospitality to Montreal. With the old time races and traditions in mind, I used elements and inspiration from vintage horse racing tickets to create the new logotype and mark for the new face of Triple Crown Dinette.

Approach

book layoutDownload Full Booklet Here

The challenge was to find proper typefaces that would work together to create a modern look that channels the old time horse races. Once chosen, tracking, leading and proportions were worked on meticulously in order to achieve the best possible logotype for the brand.

Challenge

window

Keeping the simplicity of the Swiss style, the soma cube would be entirely black with windows cut out on one side of each piece, where the player could see 3D type inside each piece. The type used was Helvetica, probably the most predominant typeface of the movement.

Solution

foodtruck
HomeNext