The redesign of the FATZ Café logo was part of a larger rebranding project for the restaurant chain in 2011. The old logo and color choices didn’t properly represent the brand. It featured a strong “F” and a custom “A”, which I learned paid homage to the first FATZ which was converted from an old peach stand. This is the old logo:

What came of it was more of a focus on the letter “A” in the new logo. The tagline and the word “cafe” was also dropped to make it a more simple word and logo.

The logo no longer has a heavy side since both sides have the pointed corners and weigh each other out. It resembles more of an establishment and still pays homage to the origin of the restaurant in the letter “A”. It also does not rely on the two colors and can be used with any color combination and easily printed on a number of mediums. The most important factor is that the logo is still immediately recognizable by the restaurant’s loyal patrons. In a small study group a number of customers and employees didn’t even notice a change to the logo.