Background:

When I first met the folks over at Lindy's Landing located in Wauconda, IL, it was a small neighborhood pub with an outdoor beach deck and marina that was a place to go on a nice day to sit near the water, and have a sandwich. They decided that they wanted something more and tore the entire place down. In its place have built a gorgeous New England style restaurant with different wood textures throughout that adds to what they are. They are also making a switch in their demographic by going towards the 25-35 year-old-crowd who are looking for somewhere to go in a small town. This meant the perfect time for a logo redesign. The only obstacle was that the owner was also the person that created their current logo and they really liked what they came up with.

Before:

After:

When I saw the artist renderings for the building, I knew that the current logo just would not do for the establishment. I wanted to create something new and clean and still keep the identity that the old brand had. After all, this was going to be the same place, only better, and I figured the logo should reflect that. For a restaurant that was going to be a sports bar, fine dining, marina, and outdoor eatery, I knew that the new design had to represent all that Lindy's had to offer. The new mark is clean and crisp, while staying hip and fun. It has a bit of old world style but is young and new, all while keeping the original concept the owner came up with in tact.

Alina's Feedback:

Lindy's original logo was fun and colorful, but it was a little bit too much fun and color for a logo, and it must have presented some challenges in usage. Tony kept the basic design and playfulness and also gave it more sophistication by simplifying and clarifying. The new logo has a new strength to reflect the new strength of the restaurant and marina.