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Eat Innovations
Identity Design
Ptarmak, Austin, Texas
If you invented a new food product and wanted to bring it to
market, Eat Innovations would be the sort of company you’d like
to partner with. With offices in Newport Beach, California, and
New York City, the young company offers a full menu of competen-
cies—advice on flavor profiles, knowledge about the competition,
sales and brokerage abilities, package design resources, delivery
capabilities, brand maintenance, and more.
“For the small guy or young entrepreneur, that kind of advice can
be priceless,” explains J. R. Crosby, founder of Ptarmak (pro-
nounced “tarmac”). “Eat can take your ideas out of the conceptual
realm and put it in the hands of real-world consumers.”
For the client’s identity, having to reference all of those competen-
cies—including the fact that Eat Innovations specializes in natural
products—was a challenge. But it was a very important challenge
to meet. There is plenty of competition in the consumer product
development category, so a vague logo wouldn’t stand out enough
or suggest how the client was unique. If the new design was overly
specific—for example, if it focused too much on “natural”—it
could pigeonhole the company.
“We needed the new logo to accomplish several things: communi-
cate food, imply service, indicate ideation, convey progress along
the path toward achieving results, have it feel natural, and tap a
fun/endearing personality,” says Crosby. Of course, the client’s
memorable name also needed to play an important part.
The Ptarmak team explored a wide range of ideas, including plenty
of applicable clichés—food for thought, brainstorming, give me
something to chew on, and so on—searching for concepts that
could go visual but also to find that right balance between cliché
(boring) and the familiar (understandable).
Their final solution brought many familiar visual concepts together
in a new and unexpected way. Forming the negative space in the
e of “eat” is a combination bite mark/thought bubble/(brain)storm
cloud, aptly placed above a serving spoon that forms a path—an
indication of progress—into the negative space of the a. The sexy
path down the back of the a points right at the other key word,
“Innovations,” which is appropriately set in a neutral typeface.
The color scheme indicates “natural,” and its gradation gives a
sense of progression. The letterspacing, quirkily spaced for opti-
cal appropriateness rather than mathematical spacing, makes the
wordmark endearing and memorable.
The Eat logo, by Ptarmak, is a sly mix of wordmark and graphics,
with several layers of meaning.
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D
= Design Firm
C
= Client
LOGO SEARCH
Keywords
Type:
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All
Sports
D
RARE Design
C
Richfield Renegades Baseball Club
D
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D
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D
Chameleon Design Group, LLC
C
Doug Carroll Baseball Academy
D
iHook Creative
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D
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C
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D
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D
RARE Design
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personal
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C
= Client
D
Gyula Nemeth
C
Saskatchewan Roughriders
D
Jason Drumheller
C
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D
Gyula Nemeth
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Pro Football Magazine
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Sudduth Design Co.
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Iconologic
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C
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Ryan Russell Design
C
Snooty Peacock
D
Graphismo
C
Seeds of Strength
D
BrandBerry
C
TravelWorld.su
D
Device
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Mercury Records
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Device
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Device
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Graphismo
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Wonderful Things
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Device
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The Robin Shepherd Group
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Device
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Corbel Oy
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01d
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Anti Glamour Legion
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Combustion
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Teta
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George Bokhua
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Esthetic Education
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M. Brady Clark Design
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LOGO SEARCH
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Type:
Symbol Typographic
Combo
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Heads
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C
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C
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D
Christopher Dina
C
Museum (Proposed)
D
Hive Communication
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Nathan Betts
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POLLARDdesign
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PleaseMerge.com
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