CASE STUDY - THE SOUL QUARTER
The Soul Quarter is a fine dining restaurant offering a modern Louisiana, French style menu with South and Latin American
influences. Our client wanted this logo to look very modern and progressive — something different!
Jon Tarr - Design Commentary
I usually start by writing out the words many times, looking for opportunities provided by the letters. In this case, I found that the L and the R could share the same character. Which was a unique opportunity and certainly something different to what I would usually do in terms of format.
I was careful to make each curve share the an equal radius. As I like to try and build in as much symmetry as possible. Symmetry is pleasing to the eye — and what the eye likes, the brain remembers.
Kerning (space between letters) was a bit of a challenge with the R and the T.
I removed the left arm of the T entirely, and slightly shortened the R to reduce the white space between those letters.
The result was certainly a progressive, modern and interesting design. Although it does create some somewhat awkward dimensions.
This goes against the usual rules of logo design that I adhere to in terms of proportion and dimensions. However, as
long this limitation is understood and dealt with creatively — the result can actually be quite striking and unique.
Ultimately the unusual shape can become an advantage as long as the placement is creatively considered.
I haven't designed many (any) logos which can be rotated 90degrees and still work equally well.
“Hi Jon, thank you — this looks great. I really like it!”
Josie Baker - The Soul Quarter