Studiofluid’s branding and design work for Tango Mango is featured in the book, FIRE IT UP: Building Restaurant Brands that Blaze.

If you are a restaurant owner or promoter, this book is for you. It spells out the 10 indelible rules of restaurant branding, gives marketing advice, presents ideas for a social media strategy, and includes branding checklists and case studies of restaurants that are doing it right.

Our work for Tango Mango is featured as a case study for how to create a restaurant brand that catches fire. Here’s a clue: Your brand is not your logo. Want to know more? Here’s the link to order your copy.

The book is authored by Joseph Szala, the creative director of Vigor Branding, an agency in Atlanta, Georgia.

Some of the branding agencies with featured projects include:

Avroko, New York City, NY
Bernstein-Rein, Kansas City, MO
Brains on Fire, Greenville, SC
Helms Workshop, Austin, TX
Knoed, Chicago, IL
Mucca Design, New York City, NY
Pentagram, New York, NY
Seamless Creative, Astoria, NY
Stir, Kansas City, MO
Studiofluid, Los Angeles, CA
Tad Carpenter, Kansas City, MO
Push, Orlando, FL
Vigor, Atlanta, GA

Big thanks to everyone that contributed to the project and to Joseph Szala for publishing together such an informative and timely book. Now let’s get to work making the world a tastier place!

A little bird just told us that Starbucks unveiled a new logo. Actually, Howard Schultz wrote a personal email to my wife (below) to announce the news.

The new Starbucks logo is more of an evolution than a redesign. The removal of logotype and circular container gives it a bit of a sleeker feeling while retaining the spirit of the original. Since Starbucks is so pervasive in most cities, losing the text actually feels like a natural progression. I guess you’ve achieved total market saturation when you’re able to drop the words from your logo and strictly rely on the icon. Nike and AT&T come to mind in that regard.

Whether you’re a fan of their coffee or not, the center mark is definitely worth admiring, especially when you find hidden circle that is defined by the negative space of the siren’s crown and tails. It’s nice to see they haven’t messed with that.

What do you think?