logo design for the soul quarter in Christchurch

The Soul Quarter

The Soul Quarter is a fine dining restaurant offering a modern Louisiana, French style menu with South and Latin American influences.
The requirement for this logo was to look progressive and modern — something different!

logo development for the soul quarter Christchurch

I start by writing out the words many times over, looking for opportunities provided by the letters. In this case, I found that the L and the R could share the same letter. Which was a unique opportunity. I was careful to make each curve share the an equal radius. I like to build in as much symmetry as possible as it is pleasing to the eye. 

Kerning (space between letters) was 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. 

logo design for the soul quarter in christchurch

The result was certainly a progressive, modern design. Although it did create some awkward dimensions, usually this would go against rules of logo design that I adhere to in terms of proportion and dimensions. However, as long this limitation is acknowledged and dealt with creatively — the result can be quite striking. 

logo design for the soul quarter Christchurch

Ultimately the unusual shape of the logo can be used as an advantage as long as the placement is creatively considered.

logo design for the soul quarter Christchurch

“Hi Jon, thank you — this looks great. I really like it.”
- Josie Baker.
The Soul Quarter


Designed by Jon Tarr at Activate