Manny's Rebrand

Project Overview

Context

I chose to rebrand Manny’s, a “non-profit restaurant, political bookshop, and community gathering space.” Manny’s is structured as a progressive “third space,” where you can eat or drink while engaging with the community over a free event that draws you in. They host everything from “get out the vote” events, LGBTQ+ community outreach, to live jazz sets.

Existing Identity

For all this institution provides, little is reflected in their branding. The exterior signage is a small black circle that uses a generic thin sans serif font. When performing user feedback on insights into this logo, a majority linked the identity to an old 50's style diner, or something antiquated.

Before & After

My goal with this project was to create a more robust brand identity that could convey their services more effectively, and establish more trust within their community. A redesign would benefit Manny’s by helping to bring authenticity & clarity to an institution not yet fully trusted or understood by its community.

Brand Applications

Process Work

Initial Pencil Sketches

three people abstracted: community treatment two hands clasping hands, represents involvment. a smiling face, represents fun. a stack of books roughly spelling an 'm' glyph. Represents being informed. a beer glass representation. a music except representation. a bowl of food. a person lying down on a couch, representing a casual energy. a BLM hand in front of a progress pride flag. two people holding hands up in solidarity. four BLM style hands pointed towards a central point. a glass of wine. a voting ballot in front of a flag representing voting. an armchair. a fainting couch. a saxophone and trumpet. A saxophone with rays decorating it. a third saxophone variation. rays of light coming from the bottom right hand corner. another musical sheet music sketch. Sheet music where the middle spells out MANNYS. Two eigth notes stylized to look like an M. Another musical M. An M retreating into a central vanishing point. A sideways rest that looks like a lower case script style m. A halfway musical M. An M with sharp angularity and stylized bands of black and white above it to create rhythm. An open book with triangles on the bottom to mimic a vague shape of an M. An expanded version of the stack of books mimicing an m. Another book m. a book laying flat on a surface open to mimic the m curves. Three solidarity fists raised. three figures joined up and holding signs to mimic an m. A stylized pair of arms holding an open book up to mimic an M. An m overlaying a book shape. A stylized curved m. An m stylized after a musical clef. Another stylized M alternate from the previous. three figures joined to create an m. A thick sharp M with thin lines above.

Mark Iterations

My initial explorations of a new mark revolved around abstract, community, educational, and musical treatments. As I pursued the educational treatments I received positive user feedback on the idea of an open book as the focal point. I felt this emphasized the earnestness that Manny’s approached their community with, and pivoted to this as my main direction.

Two thin arrows joining slanted stems to create a geometric M.

Abstract
Treatment

Three figures joined in hands to mimic an m.

Community
Treatment

Three thick heavy vertical stems connected by angular connectors to create an M.

Directional
Treatment

An abstract rhythm of arrows pointing downwards in a pattern with a black space shape to fill in the white space.

Robust
Treatment

An M shape dithered by a gradient of progressively lighter arrow shapes.

Openness
Treatment

A musical rest turned sideways and treated to look like a script styled m.

Musical
Treatment

An open book laying flat with MANNYS Community and learning space below.

Learning
Treatment

A book opened 45deg and seen from orthographic angle. Two abstract arms hold it up. Business name below.

Open Book
Treatment

Final Mark

The final logo mark. This is a finalization of the open book mark, with the cover a bright red tint that mimics an arrow pointing towards the business name. The pages of the book curve slightly and the 'arms' are a light purple tint. Manny's Community Space is below.

Style Guide

Mark Components

A picture of my hands holding a book up like the logo mark.

Learning

The stonewall inn sign being lifted by a crane.

Queer Activism

a stock graphic of many conversation bubbles.

Conversation

A mail ballot drop off in colors of the logomark.

Political Activism

Brand Typefaces

A character set for the two display fonts.
A character set for the four text fonts.

Branding Color

A listing of brand colors for print applications: Pantone P 101-8 C or CMYK: 100 90 32 34;Pantone P 93-9 C CMYK: 24 22 1 0; Pantone P48-8 C CMYK: 9 92 91 1;Pantone P 179-C CMYK: 2 1 0 0.
A listing of brand colors for web applications: RGB: 14 22 87 HEX: #0D1758;RGB: 190 189 220 HEX: #BDBCDE;RGB: 218 59 50 HEX:#ED2224;RGB: 249 250 253 HEX:#F7F8FB.