Waitress.com replacement logo

Waitress

Waitress.com is an order ahead service based in Stockholm, Sweden, about to expand to other cities. The Waitress app (iOS/Android, with Windows 10 Mobile on the way), supports both takeout and ordering to the table.

When restaurant staff hands over the takeout bag, or comes over to the table with the food, they already know the name of the user (and payment is handled through the app), allowing staff to focus on giving good service.

Waitress focuses on high-end, but not the very high-end restaurants. Think of it as business class, not first class. Our power users are people who 1) have busy jobs and value their time, 2) will rarely bring food from home to eat for lunch, and 3) try to avoid eating fast food.

EDIT: IMPORTANT. We cannot use the cloche (the cover over the food) in the logo, due to the legal dispute we settled (explained below).

As you will see in the enclosed images, we already had a logo. But, we ended up in a legal dispute with foodora.com, and chose to settle. The settlement means we need to change our logo to something not resembling their logo (so no cloche).

Apart from that we would very much like to keep what we already have in place (colors, size of logo relative to text, font), to minimize the amount of work we need to do to change the apps, printed material, etc. We do however welcome other ideas! (But chances are we will go with something that fits in our current context.)

The current color scheme is very neutral (black/white/gray). The idea behind this is that these colors, and brushed steel, goes well with any other colors at the restaurants we are present in. Restaurants are very reluctant to use signs or printed materials if they interfere with their existing style or colors.

There are two versions of the current logo, a vertical and a horizontal (text to the right or below the logo). The one with text below is most often used. (We feel it has more balance.)

The current font is Source Sans Pro. My apologies for only having a Swedish version of the current design manual. The submitted logos do not have to follow that document, I only uploaded it for inspiration, and so you can see the context the logo will be used in. (If you have any questions about what parts of the manual says just let me know and I will translate!)

For the signs hanging at restaurants we use brushed steel with black vinyl on top. The enclosed photo of the sign at a restaurant is representative for the most common look of a Waitress restaurant, but there are a lot of variation.

Vector graphics, please.