/// Logo Design // Brand Identity
// Illustrator // Photoshop // InDesign
Corporate software developer, Action Systems Inc., offers two different point of sale software solutions — Restaurant Manager and Duet. Restaurant Manager has been an established name in the restaurant industry for nearly 30 years. It’s a traditional server side point of sale system with an abundance of features. When Duet was introduced as a new tablet/cloud-based system, the company wanted to draw on Restaurant Manager’s established and trusted brand.
I started by revisiting the Restaurant Manager logo. I wanted to keep the logo easily recognizable to the existing customer base, maintaining the value of 30 years in the industry, but also update it to attract a new generation of customers. I opened up the leading, and used a modified version of Frutiger for both words in the logo to create a cleaner and more uniformed look.
The company wanted the Duet brand to be tied to Restaurant Manager but still be able to stand on it’s own. As with Restaurant Manager, customers can only purchase Duet exclusively through a local reseller channel, and that connection between the customer and reseller is made by the arching line. I also wanted to include the signature green and blue colors for easy brand recognition. Splitting the word by two different colors divided it too much, but using the symmetry of the u allowed for a nice application.
Original logo
Updated logo
Stronger brand identity was created by using the blue and green more prominently in marketing materials, retractable banners, and tradeshow displays. Folders and sell sheets are handed out to attendees at tradeshows and have a strong resemblance to the booth displays for easy recall of the company once attendees are making a buying decision after leaving the show.
