Everyday we encounter written words but hardly any of us pay much attention to its visual impact. We absorb different meanings without realizing how it creates an emotional response within us. So, sometimes all it takes is just the right typeface, even for a logo and this is exactly what we did for Jabiru.
We were hired to design the logo for Jabiru – Café, Restaurant and Bar. The name, Jabiru originates from an Aboriginal settlement in the world famous Kakadu National Park, Australia. Jabiru reflects out theming of travel, exotic places and celebrating different peoples, cultures, foods etc.
We got a brief to be subtle in how we use any imagery associated with the name and need to avoid anything which is clichéd or cheesy, ie kangaroos, boomerangs, etc. We were asked to stimulate curiosity that embraces aboriginal elements.
To ensure, Jabiru successfully communicates to a global audience, we simply used a typeface that depicts Aboriginal style of painting (to show Jabiru’s Australian origin) and invokes curiosity in the international market too.
So, sometimes all it takes is just the right typeface !