Identity
Part of the reason we chose the circle background is because the logo looked even better when we applied it to a container with the same dimensions. We used that application in our ads to promote the menu with top-down shots of a burger bun or a plate of hot wings. But the great thing is that it doesn't just work for food. The logo can be placed on top of a hockey puck, a soccer ball, or a top-down view of a glass of beer to promote 1ST RND's other focuses.The logo mark is a clean (not to mention literal) example of a round. It's also a visual tie-in to a lot of sports, like baseball, basketball, golf—anything where a round object is the focus of attention. The bright colour palette is energetic and exciting, and it's strong enough to hold up condensed heavy typography, which has the same look as traditional sports lettering.The phrase "first round" is a household term in the world of sports. It can refer to league drafts, the start of playoffs, or the beginning of a specific event like a boxing match. But it's also a common phrase for restaurants and bars: an evening out always begins with the first round of drinks. That's how we ended up with 1ST RND.The creative team sat down to brainstorm the restaurant's name. It didn't take long to realize that we needed a name that identified with sports in general without being tied to a specific sport, which would limit its appeal.
