Copy of ART DIRECTION — Joe Florian Design

DESIGN
CLIENT/ hurricanes grill BONDI BEACH
WORK/ LOGO DESIGN

Brief/ HEY, WE’VE OPENED. WE’RE CALLED HURRICANE’S GRILL. HAVE A GO AT A LOGO.

STORY/ And that was the brief. I had a name - Hurricane’s Grill. For the two co-founders, back then, a logo or a brand (what the fuck’s that?) were the last things on their mind. You see, they’d both risked everything on their new Bondi restaurant, and had hit the ground running. No time to think about a “logo”, they had hungry customers to serve.

I designed the Hurricane’s logo two months after it’s Bondi Beach opening. Apart from the name, and the ribs and steaks menu, that was about all I had to work with, but as it turned out, that was all I needed. When you design logos there are three ways to go - typographical, pictorial or conceptual. In other words, use words, use a picture or use whatever the hell you like and just hope it makes sense.

So I started researching aerial views of Hurricanes from up in space. Cool. Then I thought about the second word, the Grill part, and made a folder of screen-grabs of both. Then it was time to...drink. I mean think. So the concentric shape of a hurricane adapted into a bold, graphic, concentric spiral. A gradient mix of hot colour was then added to depict the heat of a hot grill. It was designed to be simple, strong, vibrant & memorable. I chose a relaxed, fun font that was cool at the time - Tekton - but not in 2019. It’s dated. Very dated. Almost reaching Comic Sans status. No lie.

Unfortunately, due to the current Intellectual Property Agreement in place (the two co-founders have since split), it’s unlikely the brand logo will ever be updated.

Client/ HURRICANES GRILL BONDI BEACH

Joe/ Designer.
Service/ Logo Design.

Brief/ The name is Hurricane’s Grill Bondi Beach. Have a go at a logo.
Target Market/ Customers. People. Bondi Locals. Interstate. Kiwis. The World.
Purpose/ I thought I could do better.
Result/ Successful brand. Hard work pays. Working hard pays. Happy days.

The Spiral/ This is the anatomy of a right-brain thinker when all you have to go by is this:
“ The name is Hurricane’s Grill Bondi Beach. Have a go at a logo. ”

Sweet.