The Slanted Door’s new slanted logo

Brand New, the world’s best branding blog, today veers away from big global and national brands and takes a look at a little ol’ restaurant that started out in the Mission:

The previous logo, apart from being almost a non-logo, was somewhat confusing, highlighting “ED” above anything else and the old menus didn’t quite make justice to the $11-cocktails or $50-plus-wine bottles available. The new logo is an elegant, Lubalin-esque solution that, if not entirely perfect — the tracking feels a little tight and I wish the diagonal line connected in a smoother way with the “THE” on top — conveys a better sense of upscale dining and the uniqueness of the restaurant.

Read on to see how the new logo is applied to menus and and other stuff.

9 Responses to “The Slanted Door’s new slanted logo”

  1. Thanks says:

    went from looking like a late 1990′s indie band logo to an early 2010′s indie band logo. makes sense.

  2. MrEricSir says:

    Has a classic 70′s album art touch. I like it.

  3. Herr Doktor Professor Deth Vegetable says:

    I like the new logo, but I’m still not gonna eat at that pretentious wankshack.

  4. suckerpunch says:

    Never heard of it.

  5. ED says:

    For some reason, I liked the old one better.

  6. Like it. I’t definately an improvement.