A custom type logo for a Sub sandwich restaurant. This was logo was made a fake company but I went through the same process I would for a real client. The name was derived from where the sub sandwich was originated from, the Philadelphia Navy Yard. So, this client wanted something that was classic but had a new feel to it.
I begin with exploring different type style that would be an ideal match for this logo. Early on it was clear that serif style lettering would be the best fit. Nothing delivers the classical feel like lettering with a serif. It also needed to be friendly, so I felt it needed to have a thicker weight. The problem however comes when trying to make it more new and fresh. Through brainstorming I found some option with the "A" and "R" that not only made the logo type more distinctive but also more modern and new.