From the news release:
“Ivar’s is taking a risk by dropping its synonymous cursive company name from their logo, but our extensive research showed people simply don’t read as much as they used to, especially cursive, given people’s tendency to text and microblog–it was no longer relevant,” explained Seth Godfin, a world-renowned brand strategist from Gotcha Creative & Branding, whom Ivar’s commissioned to develop its new identity. “Once we opted to drop the name, everything literally opened up and enabled us to create a new, clean design with ample negative space that gives each element room to breathe. Because Ivar’s is intrinsically linked to refreshing waterfront dining, it was very fitting. This new execution will resonate with the restaurants’ existing clientele, while attracting new diners as well.”
More information on the rebranding here.
