Once in a great while there comes along a logo redesign so ingenious, so fresh, so inventive that those who witness it can only stare in awe and kick themselves for not coming up with it first. THIS is one of those logos redesigns.
Yep, EAT24 is changing our logo. Why? Because we just got married to Yelp, so we need to step up our game, refresh our look, and move away from our childish ways of the past. It’s time to get serious.
You’re probably thinking to yourself, “Hey EAT24, your logo is beautiful. It’s the first thing Yelp noticed about you before they asked you out. Plus, you probably put a lot of time and effort into it. Why change it?”
Yes, we did put a lot of work into it. We spelled the word “EAT” and then added the numbers “2” and “4.”
Sure, It worked just fine for a while. But fine isn’t good enough. We need something better than fine. We need something perfect. We need something that makes us go to thesaurus.com and look up words like “splendiferous,” “examplary,” and “resplendent.”
How can we maximize our core competencies to drive results and turn influencers into brand evangelists? Organic reach. Streamlined. Curated. Words. With periods. So it seems more. Important.
The answer is obvious. Change the logo.
The process wasn’t easy. We explored every angle, ate every wing flavor, and used every designer in a 15-foot radius to come up with our new design… but first, a look at how we got there.
Research, Thinking & Stuff
Before we started rearranging pixels, we had to think. A lot. And we had to ask ourselves some serious questions. EAT24 is about food. But what do people want from their food? Is it thicker noodles? Extra wasabi? Self-rolling taquitos? What is the “core belief” of “food”? Then it hit us. Eating. You see, food is just calories your body uses as fuel. But eating… well that’s just so much more.
Eating is about being hungry. Being hungry sucks. Suckiness can be solved by food. Food is what we eat. Eating is everything. Eating is everywhere. Eating is a 24-hour responsibility. Eating is 24.
So, now that we’ve defined ourselves in a way that makes perfect sense and isn’t at all ridiculous, we can think about our new logo.
Before we started sketching, we needed to do our favorite thing – eat lunch. No wait, research. We had to find a symbol that conveyed eating and 24 that was all at once thought-provoking and instantly recognizable. So we went to the break room for inspiration.
During a two-week observation period we discovered the two most popular shapes of food eaten during lunch: circles and tubes. Here’s a breakdown of our data:
As you can see, with the exception of a few boxes and squiggles, circles and tubes were easily the most common. But how to use them? Let’s continue…
We had our shapes, now how do we incorporate them into a unified vision of eating and 24ing? Utilizing top-of-the-line gyroscopic engineering, well-fed designers, and several bottles of whisky, the exploration began.
Finally, we found it. The precise arrangement of circles and a tube that represents our true brand identity.
And now… without further ado, may we present the new EAT24 logo:
Never before has such a simple image said so much. It evokes feelings of community, shared experience, eating, 24ing, quietude, louditude, gyros, phalanx, toner cartridge, breathing, fish wallets. It’s a symbol that screams out, “Hey, you over there! Do you want a donut, burrito, and personal sized pizza? Great!”
OK that’s cool, but maybe we should change colors too… ?
The classic EAT24 red has served us well, after all, red is the color most associated with hunger and food (take THAT blue!!!). So naturally, our first instinct was to explore a variety of reds and pinks. But since we’re 100% dedicated to our customers, without whom we would be nothing, we also wanted to consider some flesh tone hues to show the human side of our business.
Ultimately we ended up with our classic red (the color that makes our butt look the firmest).
We are so thrilled with our new look and feel, and we just can’t wait to see what it looks like in the real world. In fact, here are a few visual approximations of New EAT24 in the wild:
It looks fantastic on a phone.
It looks huge on billboards.
And in the sky!
Oh, and just one more thing. The new EAT24 logo isn’t actually official yet. We need approval from the Yelp board (You know what they say, the couple who rebrands together, stays together). The Yelp Q1 shareholders meeting is taking place on Tuesday, March 31st, and that’s when they’ll decide if the new logo stays or goes. But we know they’ll do the right thing and greenlight it right away. Our new look could be live as soon as Wednesday!
In the meantime, show your support for the new EAT24 logo by sharing your thoughts with @Yelp and with @EAT24. We’ll even write a tweet for you:
Hey @Yelp, the new @EAT24 logo is amazeballs!
OK, we’re done here. Thanks for making it to the end of all these words, charts, circles, and tubes. We love you.
*Are you here from the Weekend Coupon Email? Hi! That secret bonus coupon info you were looking for is right here. If you want another coupon, all you have to do is tweet this and we’ll love you back with another code: “Hey @Yelp, the new @EAT24 logo is amazeballs!”