Southern Lovin’ BBQ

Produced For: Southern Lovin’ BBQ
Produced At: DesignConcern

I cannot say it enough. You don’t need a logo. What you need is to think bigger. If you don’t take yourself seriously and shoot for the moon, then you are better off staying home. You need to think of your logo as a container. You are going to fill this container with your dreams, aspirations, goals, promises and everything else you stand for. The vessel/container needs to be elegant and transparent so that people can see all the things that go inside and really experience your brand, so the logo is important but it is just the tip of the iceberg when it comes to your brand.

When Southern Lovin’ BBQ approached me about needing a logo, I explained that needed much more than that. They needed to lay the framework for their brand. To aim for the moon and believe in themselves so that they can envision and achieve that goal. So we not only set out to create a logo, but we created a custom logotype, icon, lockup, service line and tagline. On top of that we set out a list of colors, typefaces, and secondary marks for wearables, to fully support their brand.