Ever wondered how the Voilà logo came to be? Or how hospitality brands in general create lasting graphic elements that inspire their clients? We caught up with Art Director/Graphic Design Extraordinaire Jenna DiMari (the creator of Voilà's fab logo!) and got all the deets on being a graphic designer and elevating your branding.
Q: Could you tell us a little about the process of working with a client in the hospitality industry?
A: At the beginning of a project, a client and I will discuss what they’re trying to say with their branding, and the direction the company is going in. It’s exciting to think about the visual possibilities. Ideas start forming about colors, typefaces, and stylistic choices that convey the message they want customers to take away from their brand.
Q: What are some examples of projects someone in the hospitality industry could work with a designer on?
A: I can't say this enough, branding is the most important thing you can consider when promoting a business. It creates consistency, makes your company easily recognizable and sets you apart from competitors. Popular projects include a logo or mark, letterhead, website, branded social network pages, and business cards. Depending on the industry we would select additional projects that fit your brand. So a restaurant could need a menu design, while a promotional event may need a custom-wrapped ice cream truck.
Q: Are there specific colors you think catch people’s eyes more than others? Any colors specific to hospitality?
A: The color palette of a project depends on the context of the brand or event, but is an essential part of defining your look and feel. For a spa you might want to use softer muted colors that give the impression of serenity, while branding an entertainment event would call for brighter more energetic and saturated pops of color. Designers work with color theory and color palettes to reflect the mood of the project. Below is an example of a color palette I made for a past client.
Q: How did you come up with the Voilà logo?
A: The Voila logo was such a fun project to work on! When Christina and I spoke, she expressed wanting to evoke a feeling of magic. We started by exploring a few options of what that meant visually, and after narrowing down the specific type of magic we landed on a custom hand letting piece with a balance of enchantment and "consider it done".
Q: How do you think fonts affect a brands image? Any do's and don't's?
A: Typefaces and fonts each have a history that you have to consider when choosing one that represents your brand. Do: Work with a professional Graphic Designer. They'll understand the type classifications, context, and legibility concerns of your project. Don't: Download and use something just because it's readily available.
Q: What are some changes you're seeing as hospitality brands expand their digital presence?
A: Brands have so many opportunities to create memorable experiences online. Restaurants, hotels, and events are using editorial photography, curated social media posts and digital services, such as reservations and booking, to make their websites more engaging. I love working with brands to create a digital strategy that tells their story in exciting new ways.