Spectators is a gastro-pub located in the Sheraton Hotel at Crown Center, near downtown Kansas City. This project started with a redesign for the restaurant’s menus, and ended with a sign that advertised the restaurant and directed hotel guests and Crown Center visitors to the restaurant.

Old/Original Menu

Logo Redesign

The first hurdle I came to was the client’s logo. No matter what design style I went with, I couldn’t make the logo work as it was, so I decided to make a variation on the logo. This variation would leave the main word “Spectators” as-is for brand recognition and so that the client wouldn’t have to change out their existing signage, which was more than they would be prepared to do. I added a pennant to represent a spectator, and pulled the stripes from the awning above the restaurant’s exterior. I designed this variation to look like a stamp on the menu.

The client was thrilled with this small re-design and reached out to our agency to obtain the new logo file itself for future branding use.

Menus, Table Tents, & Logo Stamp

Since Spectators wanted to be re-branded as a gastro-pub, my first inclination was to create a menu that incorporated food photography, but the client didn’t have the budget for photography, so I went with a more sophisticated typography-based design.

The typography in this menu set is a combination of Abolition, Montserrat, and Courier New. We sourced a “paper” that was actually a type of plastic that had the thickness of a heavy matte paper with the durability to stand up to spills and food splatter.

Sign

After the client received the menu set, they were very pleased, and contracted us to do another project: a sign to go in the main floor lobby to help guests and visitors find the restaurant and to advertise their food. Continuing the typography style from the menu, I designed this sign to appeal to and direct traffic to the location of the restaurant inside the Sheraton at Crown Center.