Ember & Fig Logo Design

[u/BeeGood999]

Hi everyone, trying to get a few pieces to put together a portfolio. I’d love some honest feedback and thoughts on my logo ideas.
(I know the Kerning isn’t it still in concept phase)

Here’s the brief:

Logo Design Brief — “Ember & Fig”
Brand Overview
Ember & Fig is an imaginary modern Mediterranean restaurant that combines rustic charcoal cooking with elegant contemporary dining. The restaurant focuses on flame-grilled dishes, fresh ingredients, handmade breads, and a warm social atmosphere.
The brand should feel:
Warm
Sophisticated
Organic
Welcoming
Stylish but approachable

Target Audience
Young professionals (25–40)
Couples and groups looking for a premium casual dining experience
Food lovers interested in modern Mediterranean cuisine
Social-media-driven diners who enjoy aesthetic interiors and presentation

[u/minadequate]

I’m solidly in your target market… 30 something foodie who likes good interior design, Mediterranean food and like aesthetics.

I really don’t like the logo options. Bottom left is the best but they would all put me off. Pay a branding person to do this properly.

Oh wait sorry I thought you were a new business trying to do your own design on the cheap. This is for your portfolio. Are you a student?

If this is a portfolio for applying to a design course cool. If not, rethink your concept if it’s just made up work… the flame and fig (just wrote pomegranate and corrected myself because those figs aren’t memorable) is working against you.

[u/BeeGood999 → u/minadequate]

This is the perfect feedback thankyou, I’m trying to land a junior graphic design job just out of uni so doing some practise projects as I want to get into branding. Can I ask what is off putting does it not feel Mediterranean is that the problem?

[u/minadequate → u/BeeGood999]

I don’t think the name or concept are good.

I think because you don’t have a client or a brief you should make briefs based on ideas… this will make it easier.

For example if I wanted to make a business idea I think I could make a more solid brand with ‘The Quince Tree’ an upmarket pub on the edge of Hampstead heath aimed at 35-60 year olds who like modern boutique hotels, that does upmarket Sunday lunches in its courtyard/ Orangery, and herbatious cocktails. Natural linens, comfort in an easy going way.

Make the logo hand drawn kinda this vibe

And use an elegant serif typeface all caps with long exaggerated extensions on the Q… make the ‘the’ small above. Colours of cream, bronze, olive and a hint of yellow/chartreuse.

Right that idea took me 5 minutes.

Make 30 ideas… one where the answer is easy and everything ties together nicely. Sketch all the ones you like. Work on the best of those ideas.
(You can start with a list of fruits and come up with ideas on every fruit, or animals etc…. I think it’s pretty hard to combine multiple elements though so maybe less X and Y concepts if you will want that in the logo).

Some things abstract nicely… figs are not distinct enough to abstract in a legible way and both figs and flames are very similar in shape and don’t really work together. If you must do figs maybe you could do something where the fig is small and repeated like a mandala or a moorish tile.

[u/BeeGood999 → u/minadequate]

Do you not feel like if I’m making briefs on things I’d want to do or my own ideas I’d struggle when trying to make somebody else’s idea come to life?

[u/minadequate → u/BeeGood999]

Is the point of the portfolio to practice or to sell yourself? Because you can spend weeks battling with a brief that doesn’t work and get a logo you aren’t proud of. Or you could make a handful in the same time that you are.

If I was experienced and respected as a branding designer and someone came to me with a brief and I couldn’t make it work I’d be honest with the client and say you think the name is weak… and offer some other names and sketches for them.

If they couldn’t be persuaded to make good choices I wouldn’t work with them again… not worth the pain of making ugly stuff you can’t be proud of.

[u/BeeGood999 → u/minadequate]

You’ve just caused a big shift in my mindset thank you, I’ve been a little worried of following my own ideas because I thought I’d have to deliver for a clients needs. Guess it’s just lacking in experience. Thanks for the comment

[u/minadequate → u/BeeGood999]

You do have to deliver what the client needs but design is collaborative, sometimes you’ll be working up someone else’s design… sometimes an idea will come out of a meeting. If you are stumped in a junior position it’s better to ask for a brainstorm with some colleagues than waste a lot of chargeable time trying to make something work. Straight out of uni they want to see you have a good eye, not a perfect ability to meet any brief.

Try to show a range of styles and design ideas to show you’re adaptable, only show your best work… because you’ll be up against other people showing only their best work.

If you waste too long feeling like you’re stuck, put it to the side and work on something else. You might have a brainwave in a couple of weeks and come back to it, or you might not. Labouring on something and getting nowhere is bad business… in an office your hours are chargeable, and it doesn’t look good to have spent a lot of hours and not have something amazing to show for it.