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fulcrum on which to balance the wit and elegance of the logo. It
also presented a useful element for future branding applications.
The word eat nudged them toward a type-only solution with eat
highlighted in color. They opted for the Knockout Ultimate Mid-
dleweight typeface by Hoefler & Frere-Jones. But the name is a
long one and wouldn’t be clearly visible at small sizes. At first the
designers were convinced the type had to sit on one line, making
the word too spread out to be immediately accessible.
That’s when Simplissimus realized they had to stack the name.
Meola describes this as the “Eureka!” moment. By playing with
the negative space ...