The Chester Arms didn’t really have a logo when they approached us. At least not one that they used widely.

Did the queues around the corner on a Sunday lunchtime mean that they didn’t need a prominent logo? This is a good question to ask during the first meeting. We needed to find out why they felt a new logo would benefit them as a business so that we had a problem to solve.

As an established and well loved part of the community our challenge was to create a logo that felt like it had always been there, something that was fresh but familiar. We weren’t introducing a new business to the world, we were designing a badge of honour to celebrate what they’d achieved within the community. It needed to neatly slot in amongst their customers existing perceptions.