Logo Savvy

Job: 10-91288 Title: RP: logo Sauuy

11(AC38962)201 #175 Dtp: 120 Page: 148

146-165_C38962.indd 0148146-165_C38962.indd 0148 11/20/06 9:21:48 PM11/20/06 9:21:48 PM

E

s

e

w

THEIR N AME IS E A R LS

The “Earls” in Earls Restaurant pays homage to the middle

names of its founder, Leroy Earl Fuller, and his son, President

Stanley Earl Fuller. The Fullers shared a love for food and

conversation, so entering the restaurant industry was a perfect

 t. In 1982, the  rst Earls opened in Edmonton, Alberta,

Canada. Over twenty years later, there are now  fty Earls

throughout Western Canada, Arizona, and Colorado. At the

root of their success are the Fuller family’s genuine passion for

the business of hospitality and a knack for knowing what their

customers want.

THE B R A ND FA M I LY VALUES

Earls Restaurants helped de ne the casual dining industry

over twenty years ago by bridging the gap between fast food

and  ne dining. Earls caters to a broad clientele, but over

the years they lost their leadership position as the onset of

trendy competitors began hooking a younger audience. By

revitalizing the existing identity and brand image, Earls hoped

to attract a hipper crowd. Earls needed to provide more than

just great food and great service. It also had to be seen as a

place where life was good and where customers could nourish

their souls and their bellies.

Karacters’ key insight was to create a modern, sophisticated,

experiential journey for customers, and one that would

connect with them on an emotional level.

A DEL I C IOUS PRO C E SS

Earls did not want to stray too far from their original Bembo

typeface wordmark. The “e” imprint on their existing  atware

was valuable to the brand, plus they wanted to keep using it,

so Karacters explored typefaces that were similar to Bembo

and decided a visual mark would be used to add personality.

Karacters explored illustration styles and felt a logo drawn

in one continuous line would best tell the story. The  nal

Earls Restaurant

DE SIG N

KARACT

E

CR EATI V

JAMES B

DE SIG N

E

NANCY W

CL IEN T

EARLS R

The inspiration for Earls’ logo redesign was to capture

the true spirit of a place to experience great food and

great company. A martini glass morphs into the shape

of a woman’s mouth, which is intertwined with a man’s

smiling face, representing Earls as not just a restaurant

but as a gathering place where people can have a drink

and socialize.

The large, playful images of people enjoying food and friends

communicate the social spirit of Earls Restaurants.

Logo Savvy

148

Job: 10-91288 Title: RP: logo Sauuy

11(AC38962)201 #175 Dtp: 120 Page: 148

Text

146-165_C38962.indd 0148146-165_C38962.indd 0148 11/20/06 9:21:48 PM11/20/06 9:21:48 PM

288 Title: RP: logo Sauuy

#

175 Dtp: 120 Page: 148

Job: 10-91288 Title: RP: logo Sauuy

#175 Dtp: 120 Page: 149

146-165 91288.indd 0149146-165 91288.indd 0149 10/31/06 9:20:50 PM10/31/06 9:20:50 PM

288 Title: RP: logo Sauuy

#

175 Dtp: 120 Page: 148

Job: 10-91288 Title: RP: logo Sauuy

#175 Dtp: 120 Page: 149

Text

Earls needed to provide more than just great food and great

service. It also had to be seen as a place where life was good and

where customers could nourish their souls and their bellies.

DE SIG N FIR M

KARAC TER S DES IGN G ROU P

CR EATI VE DI R EC TOR

JAMES BATEM AN

DE SIG NE RS

NANCY WU , MAR SHA L ARK IN, K ARA BOHL

CL IEN T

EARLS RE STA URANT

146-165 91288.indd 0149146-165 91288.indd 0149 10/31/06 9:20:50 PM10/31/06 9:20:50 PM

Job: 10-91288 Title: RP: logo Sauuy

#175 Dtp: 120 Page: 150

146-165 91288.indd 0150146-165 91288.indd 0150 10/31/06 9:20:54 PM10/31/06 9:20:54 PM

Job: 10-91288 Title: RP: logo Sauuy

#175 Dtp: 120 Page: 150

Text

Karacters’ designers decided a visual mark would be used to add

personality to the brand. Karacters explored illustration styles and

felt a logo drawn in one continuous line would best tell the story.

illustra

weight

perfect

martin

Karact

on a co

to give

device

brand,

comin

g

epitom

social a

146-165 91288.indd 0150146-165 91288.indd 0150 10/31/06 9:20:54 PM10/31/06 9:20:54 PM