Teaneck Doghouse Logo

September 12, 2018

Role: Visual Designer

Challenge:
In 2014, a local bar was purchased in Teaneck, New Jersey, and was converted into North New Jersey’s only kosher sports bar. Several colleagues were investors, and as the construction and marketing materials came together, several investors remarked that the logo being included on collateral and in ads needed a professional touch. To that end, I offered my services in redesigning the logo for the Teaneck Doghouse.

Solution:
Having spoken to my invested colleagues — as well as friends and locals—I conducted a brief survey to discover what kind of ambience and atmosphere they'd hoped for in the first local kosher sports bar. Suggestions such as "upscale," and "friendly” were provided, and that potential patrons wanted to “know the bar was for sports" and "well-established." With those identifiers in mind, as well as understanding the owners wanted to retain a bulldog as the pub's mascot-symbol, I worked up three designs.

Logo A: Keying off "sports" and "friendly", I strived for a more defined yet still cartoony version of the logo (also, doing my best to decrease shock when jumping from the current logo). I added a pennant motif to suggest the logo double as a team banner—OUR team banner, for Teaneck locals who like sports, beer and food. The fonts are a mixture of comic-book and varsity, to ride the line between welcoming and athletic.

Logo B: The second is a mixture between "sports", "established" and "upscale," an inviting plaque device one might see hanging on pub walls. The bulldog remains, gruff but welcoming. The colors are rooted in warmth and inspired by the Cleveland Browns palette – a mix of browns and reds. The fonts a mix of modern and athletic with a "NJ" at the bottom to support the establishing year.

Logo C: Finally, I keyed off "upscale" and "established" with a dash of "sports" tossed in. The last entrant was more respectable and classy than the others, a more realistic dog that feels like a mascot which might be sitting outside the door upon arrival, patiently guarding the premises and waiting to cheer its favorite team. Subtle athletic font, warm colors once again.

The original —and, sadly, current—Teaneck Doghouse logo
My three logo redesigns.

ALL PHOTOS