During my first year in the States, I visited my cousin in Wichita, KS over the Christmas break, and it happened that he was expanding his successful restaurant franchise during that period. Bella Luna Café franchise was in negotiations with Genesis Health Clubs to incorporate its branch into the club’s several outlets. The eateries were to be named Courtside Café, complete with its own new logo and fresh look.
The Courtside Café logo was one of my first designs in the States, not being a class assignment, and it took a bit of poking around to satisfy the set prerequisites. The logo had to correspond directly to the Genesis logo shape and colors, feature strong elements of the tennis court where the cafe will be adjacent to, and most importantly show the café part.
After several sketch sessions, brainstorming all possible variations and elements, the final logo focused primarily on the tennis court and ball, then molding them into a table and a fancy coffee cup, all within the original Genesis logo outlines. Despite the remaining rough edges, I think it worked pretty well for its purpose.
Unfortunately, the original deal never went through and the Courtside Café never saw the light of day.
Tools used: FreeHand, Photoshop
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