Waffle House Branding

The rebranding of Waffle House hits the point home that food is fun. Aiming to please audiences of all age ranges, I went for a warm color palette that was both inviting and different from traditional restaurants. In addition, Gotham Rounded Bold continues this theme through its bold yet gentle aesthetic. The logo combines the shape of a waffle and the shape of a road sign. Since Waffle House is still a major "highway restaurant," I wanted to allude to that within the mark.