I chose this logo design because I think the “after” transformation was incredibly successful comparably to the original logo design. The original logo design was concentrated on a typeface rather than a unique business that is focused on catering and the clientele. The new logo feels more cohesive and less like 3 different parts, the top, middle, and bottom. The new logo is more organic than the first, our eye doesn’t initially maybe make out that the top design is a “w” and a “p” without the knowledge of the company name. The lines are more curved and more abstracted creating more of a visual than a letter. The new typography for the company name is more geometric, which contrasts nicely with the logo above it, keeping the sharp and curved lines consistent between the two. The WP logo is now a nice balance between iconic and abstract but comes off as very professional yet fresh and innovative, something we may consider being important in the food we want catered. The new logo isn’t really more abstract or representational because really the lines and typography just became more organic and linear and aren’t really meant to be as representational at the previous logo’s artwork which kind of looks like a domino with a “w” and a “p” on it. I think that the new logo looks more professional and less like a take-out service than the original logo. It is mediating an image of professionalism, quality, elegance, and freshness that is something we look for when we are catering food to a wedding, graduation, large event, etc. In researching Wolfgang Puck, they are a large scale “fine dining group” that is centralized out of LA that is renowned in the world of cooking, operates over 25 restaurants, and creates cookbooks, products, and more. The new logo proposed I believe mediates this ora of how the chef wants his work to be portrayed. I would be more likely to see elegance and value to a company with the second logo vs. the first. The first looks more like a worldwide take-out company, which isn’t the case here.

This logo for Wolfgang Puck Catering was transformed by Pearlfisher and on display for review on consideration.com