This was a particularly difficult branding project, seeing how my client was opening a restaurant for Icelandic Cuisine. Before started the design, I research everything I could about the country making sure to include more than just the food itself. I discovered that Iceland is mainly known for their geysers, mountains, and abundance of fish.
Going with the fish as a theme, I kept all designs monochromatic to signify the importance that their water based environment has on the culture. In addition, I kept the design angular to best represent the glaciers that cover much of the country.
In order to add more depth to the logo, I incorporated the psychological effect that perception can have on designs. For example, the colors in the fish icon can be observed as having more shades of blue that there really are because of how they are perceived based on their proximity.
