The Overview
For this project, my partner and I were tasked with rebranding Dave & Busters. We played around with the logo, giving it more energy, while also appealing to nostalgia or childhood with images.
The Problem
Many people have forgotten what it was like to have childhood wonder and to blow off steam. Because of this, stress is on the rise and people have become too wrapped up in their heads.
Dave & Busters has become outdated with their logo and need a fresh look.
The Solution
Dave & Busters can nurture a sense of childhood nostalgia, and provide a fun space for adults and teens alike to de-stress.
We redesigned the logo and gave it a playful design with a unique color system.
Logo Animation
The Process
The Research
Brand Profile
Dave & Buster's is an American restaurant and entertainment business with both a full-service restaurant and a video arcade.
The first Dave & Buster's was opened in Dallas in 1982 by David Corriveau and James "Buster" Corley. Corley had previously operated a bar called "Buster's" in Little Rock, Arkansas, next door to a saloon and game parlor called "Cash McCool's", owned by Corriveau.
Open from afternoon to late night, Dave & Buster’s has 143 locations across the U.S. and Canada. These locations offer casual dining, a full service bar with sports watching events, and a cavernous game room.
Dave & Buster’s popularized the system of purchasing gaming points onto a swipeable RFID card and other devices.
Brand Positioning & Mantra
“Creating memorable moments with the people you love.”
For the friends and family that crave new ways to bond, Dave & Buster’s is the complete entertainment package among all other everyday restaurants and bars, so that you can share moments with your loved ones.
Target Audience
Core Audience - 56%
Young adults who play together
- 21-30 year olds
- 50/50 female & male
- Average income $75,000
- Crave new and exciting experiences
- Social media worthy moments
Secondary Audience - 42%
Family Mix
- Parents with children.
- Families celebrating special occasions or bonding with each other,
- Usually visit on the weekends, holidays, or in the summer
Sketches
Design & Development
Typography
Roc Grotesk is a sans-serif typeface that was inspired by late nineteenth-century American wood types. It is modern and eminate a lively atmosphere. It is available in nine weights which give more flexibility when using.
Neue Haas Unica is used for the body copy to ensure readability.
Final logo Design
Deliverables
Outcomes + Reflections + Next Steps
I was pleasantly surprised by where this project was headed. I’ll admit that even after we gathered research, I wasn't sure what direction our design would be headed towards. When we had begun designing the logo, I was still figuring everything out and balancing working with a partner on a project of this type. Eventually I had found my footing and learned a lot in this process. Next time when I work on the logo design, I will keep in mind to add movement to my typography, as I learned a lot from my partner on how to get creative with type.
