Damon's International - Damon's Grill & Damon's Clubhouse

The Company
With more than 50 company and franchised locations worldwide, Damon's International is a full service, casual dining restaurant. Guests have the ability to choose between enjoying a quiet dining room or Damon's high-energy clubhouse.

The Task
Addison Whitney was engaged to create logos for the dining room and the clubhouse section for the corresponding ambiances.

The Addison Whitney Solution

Visual Branding
The graphic team designed both logos to highlight the upbeat, energetic atmosphere with use of the color red and a subtle implication of the grill-based menu of prime rib, steaks, chicken, and ribs through incorporating the apostrophe shaped as a flame. The Damon's Clubhouse logo, however, contrasted the Damon's Grill logo by suggesting a sports and entertainment theme with the application of a sport pennant graphic. Addison Whitney also developed a set of standards around the appropriate usage for each logo.

Verbal Branding
The verbal branding team also crafted a tagline for Damon's Grill. The team created the line "Great Food. Game Day and Every Day," this is supportive of Damon’s long-term brand positioning strategy.

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