Client Overview:
FountainSide Restaurant & Lounge is an upscale American dining and cocktail destination located within the DoubleTree by Hilton in Pikesville, Maryland. Offering breakfast, dinner, and craft cocktails, the restaurant pairs refined cuisine with a curated beverage program in a modern lounge defined by clean, bold lines and a contemporary atmosphere.
Client Objective:
Following a recent renovation, FountainSide Restaurant sought a logo refresh to align with its updated interior aesthetic. With the existing exterior signage remaining in place, the redesign focused on refining and modernizing the original wordmark. The goal was to streamline the typography and introduce a complementary icon that reflects the restaurant’s clean, contemporary design and fountain-inspired motif.
Original Logo
Exterior Signage
Initial sketches focusing on bold lines and contemporary forms.
My Proposed Logo Options
The Final Design
The final design features a subtle geometric interpretation of a fountain. The angular form and bold linework echo the strong linear elements found in the restaurant’s furniture and interior detailing. Curved lines on either side reference the concentric circles from the original wordmark and, when intersecting with the vertical elements, create a discreet “F” monogram.
The wordmark is a refined evolution of the original, with uniform letter heights, a new font, and increased contrast between the primary name and the “Restaurant & Lounge” descriptor. These updates enhance clarity and hierarchy while remaining closely aligned with the existing exterior signage to ensure cohesion.
