The logo needed to feel solid and confident, but also reflect the made by hand nature of the venues and food. Urban has always aimed to be a welcoming space where both staff and visitors love to meet and work, with an informal atmosphere and personality.
We created a modified version of Bizon (created by Studio Fago) for the logotype, redrawing the characters to achieve just the right amount of “rough around the edges” as well as creating a suite of punctuation and numerics to allow the team to use the typeface going forward.
The previous Urban brand used the coffee ‘cc’ swirl extensively and they were keen to retain this aspect. We updated the symbol to feel more textured and confident.
