Isthmus Dining Company Branding

I was approached by the Isthmus Dining Company in creating a brand for their new business. Seeing as the owner was a native of Madison, WI, he wanted to feature the iconic Madison isthmus in the logo.

The isthmus you see in the logo is the actual shape and shoreline of the city isthmus. I thought it very important to establish to customers that this was a local food establishment, a “one-of-us” feel if you will.

I opted for a thin, “modern” font and focused on using lowercase letters to reinforce the local “small-town” motif.