Luke's Diner Rebrand

Spring 2021

Brief

Update the Luke’s Diner logo to be more clean and modern while still keeping the spunky feel of the original.

Skills

Custom Type
Adobe Illustrator
Adobe Photoshop

Process

I wanted to practice my branding skills, so I decided to rebrand Luke’s Diner from Gilmore Girls. I started by sketching the existing logo, then trying out various other versions. I ended up going with a monoline script version that kept the uppercase “E” from the original logo. I chose to also keep the original color scheme, since I think the colors work nicely with each other and have a funky, mom-and-pop diner feel.

Reflections

This was really fun, and reminded me of how important it is to maintain brand personality through a rebrand. Many of my sketches felt like a completely different establishment, but I think I did a good job of maintaining continuity.

Luke's Diner Rebrand

Spring 2021

Update the Luke’s Diner logo to be more clean and modern while still keeping the spunky feel of the original.

Custom Type
Adobe Illustrator
Adobe Photoshop

I wanted to practice my branding skills, so I decided to rebrand Luke’s Diner from Gilmore Girls. I started by sketching the existing logo, then trying out various other versions. I ended up going with a monoline script version that kept the uppercase “E” from the original logo. I chose to also keep the original color scheme, since I think the colors work nicely with each other and have a funky, mom-and-pop diner feel.

Reflections

This was really fun, and reminded me of how important it is to maintain brand personality through a rebrand. Many of my sketches felt like a completely different establishment, but I think I did a good job of maintaining continuity.

© Jess Jones 2022