CATEGORY

Logos

LEVEL

Professional

RANK


DESIGN CREDITS

Creative Director

Mike Spakowski

Designer

Beth Porter


TAGS

, , , , , , , ,


LINKS

Atomicdust
Pastaria

Pastaria by Atomicdust

CLIENT

A family-oriented Ital­ian restau­rant in St. Louis, MO, owned by three-time James Beard nom­i­nee Ger­ard Craft. Pas­taria has an acces­si­ble but uncon­ven­tional menu that appeals to kids, adults, and culi­nary enthu­si­asts alike.


BRIEF

Cre­ate a com­plete visual iden­tity for Pas­taria, includ­ing the logo. Gerard’s pas­sion and dynamic under­stand­ing of St. Louis’s chang­ing culi­nary land­scape meant that Pastaria’s shape was still evolv­ing, mak­ing the project an inter­est­ing chal­lenge. Part­way through our work, Eater mag­a­zine named Pas­taria one of the most antic­i­pated restau­rants of 2012 in the coun­try. So the pres­sure was on to cre­ate some­thing bold and mem­o­rable that lived up to that excitement.


APPROACH

The logo needed to be a lit­tle play­ful, a lit­tle hand­crafted, but polished—just like Pas­taria. The logo’s red dot was inspired, sim­ply, by pasta sauce. Its slightly irreg­u­lar shape calls back to its ori­gins as a splat­ter (rather than a cir­cle). The pasta-like type­face was hand-drawn by one of our design­ers. It’s a logo that imme­di­ately com­mu­ni­cates the warmth and open­ness of Pastaria’s atmosphere.

At Pas­taria, we serve seri­ous food—fresh, hand­made pas­tas and dishes made with locally sourced ingredients—but we didn’t want that to be intim­i­dat­ing. We wanted every­one to feel welcome—families, kids, young cou­ples. The Pas­taria logo that Atom­ic­dust cre­ated sets the tone before guests even set foot inside the restau­rant. It’s both mod­ern and nos­tal­gic, hand­crafted but pol­ished. — Ger­ard Craft, Chef Owner of Pastaria

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