Restaurant Franchising, 3rd Edition

Marketing and Advertising: Managing Brand Equity 505

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CASE STUDY

RESTAURANT LOGOS

When developing a logo or brand, it’s important to consider not

only how it will look on a menu or a business card, but what it

will look like on a sign as well. On a 40-mile-an-hour street, the

logo has to be discernible from a distance. Getting it right at the

start is important because of the significant costs associated with

new signage. Other places to consider: menus, packaging, pro-

motional materials, table tents, email marketing, websites, social

media, and on delivery vehicles (Megan, 2014). The importance

of logos, their design, and their strength are shown ...