The Good Earth


Designing the logo for this existing restaurant chain was a spec project. I wanted to create a logo that would reflect their desire to “serve you the freshest, healthiest, most sustainable foods anywhere”. I decided on the circular shape for two reasons, to symbolically represent the globe and its commitment to it and also to represent the cycle of sustainability that they promote through the sourcing of their local, organic and responsibly grown ingredients. I felt using the typeface Americana for the mark matched the organic aspects of the symbol and the philosophy of the restaurant.