Starboard is a restaurant in San Francisco’s Mission District that’s trying to keep alive the neighborhood’s Mom and Pop, punk rock aesthetic. I live in the Mission, the founders of the restaurant live in the Mission, and we love this neighborhood. But while we’re glad it’s a whole lot safer here than it was ten years ago, the influx of tech money has forced out some of the more quirky businesses that used to be bastions of San Francisco’s creative spirit.

Starboard 是一家位于三藩市Mission区的餐厅，这个区正在努力维持社区的小商店和朋克摇滚美学。我住在这个区，这家餐厅的创始人也住在这个区，我们喜欢这里。这里比十年前更加安全了，这让人很开心。技术资金的流入开始强迫这里一些独特的商业形式离开这里，而这些商业形式正式三藩市创新精神的堡垒。

The genesis of the logo reflects this desire to make things more madcap and less polished. The team started cutting up my first round of sketches and pairing the pieces. At first I was pissed, but I softened when they told me why. They wanted the logo to set the tone for an identity that embraced a wide variety of stylistic influences. Matching a sans serif with a script sends a clear message that we’re doing things differently.

Logo设计的源点是反映出想要把事情打乱的这种愿望。团队把我第一轮的草图剪乱，然后再拼凑。开始我非常生气，但是他们告诉我原因之后就妥协了。他们想要logo建立起拥抱不同类型的风格的基调。搭配无衬线字体和清晰表达我们与众不同的做事方法的手稿。 

For the rest of my career, I’ll remember sitting at the bar with the owners after it closed, pouring a glass of whiskey and spending an hour trying to make the next person laugh. In the midst of this, somehow, we started imagining what the dishes might look like if we illustrated them literally. How do you draw a Hawaiian pork sandwich without actually depicting sliced pork on a bun? What would our mascot be? The ideas covered the spectrum from juvenile to surreal, and if they still held up the next morning, I created mockups for the team.

在我接下来的职业生涯中，我会记得在餐馆打烊后和老板坐在吧台上，倒一杯威士忌，花费一个小时的时间让旁边的人笑起来。在这期间不知怎么的，我们开始想象如果我们真正地把菜品画出来会是什么样子。没有描绘出在小圆面包上的猪肉片你应该如何画出夏威夷猪肉三明治呢？我们的吉祥物是什么？整个餐饮品牌形象设计的风格如何？这些想法包括了从幼稚的到超现实主义的，谁都不知道第二天早晨是否还有这些想法，于是我为团队设计了品牌形象的初步轮廓。

Before I started designing, I spent a few afternoons at the public library. The SFPL has an extensive restaurant ephemera collection that dates back to the early 1900s and the pieces were really inspiring. The fonts in the Starboard identity (there are 10 of them) were all common on local menus during different historic periods and you’ll see nods (“no service less than 30 cents a person”) to messaging from a bygone era. Like the logo, this typographic mash-up sets the tone for an eclectic dining experience, and the language on the menu (“with horseradish like fresh fallen snow”) lets you know that we take our food seriously, but not ourselves.

在开始设计之前，我在公共图书馆呆了几个下午。图书馆中有大量关于餐馆的藏书，有的甚至是上世纪初的书，这些都非常富有灵感。 Starboard 品牌形象（总共有十个）的字体是不同历史时期中的普通餐馆的菜单字体，你会看到类似于“nods”（低于30美分一人不提供服务）这样过去时代的文字。就像logo一样，字体的混搭创造了电子用餐体验，菜单上的语言（用像是刚刚降落的雪花一样的辣根）让你知道我们认真对待我们的食物，而不是自己。

I knew I had to paint a mural as soon as I saw the giant walls of the space, but deciding what to put on those walls took a little doing. My ideas came across a little too “preachy” for the Starboard team. They’d seen enough manifestos in restaurants and the last thing they wanted was to sermonize.

在我第一眼看到大面积的墙面的时候我知道我一定要画一幅壁画，只是在上面画什么东西需要好好想想。我的想法对于starboard团队来说有点唠叨。他们看够了餐馆里的声明，说教是他们最讨厌的了。

We went back and forth, and as I often do, I started drawing letters as we talked, just picking any word out of the conversation and trying to render it in an appropriate style. When they saw my sketches, someone said, “Yeah, let’s just do random words in all different styles.” Then someone else said, “We could do lorem ipsum!” “Chipotle did that on their bags,” I said, “And I’d rather not repeat it.” And just like that, “What about the quick brown fox…” came out of someone’s mouth. We all knew that was it.

我们思来想去。就像我平常那样，我开始在谈论的时候画出一些字母，随便从对话中拿出一句什么话出来，把它变成合适的风格。当他们看到我的草图的时候，有的人说“对，让我们就用不同的风格来画一些词语出来”。有的人说“我们可以做乱数假文”。我说“Chipotle在他们的背包上这么做了，我可不想重复。”就那样有的人说“快速的棕色盒子呢”，我们知道就是它了。

It was important to me to make sure people got a feel for the vibe just walking by the place. We wanted to get your attention from across the street. The yellow helps, as does the hand-painted sign with the arrow pointing down at the front door. But we also wanted to include some of the illustration and copywriting we’d been having so much fun with, so we created two window decals with as close to a motto as you’ll get out of this group — all of the fixings, almost all the time.

对于我来说确保人们从这里经过时他们能感受到一些氛围是非常重要的。我们想要从你经过这里时就吸引到你。黄色很有效，手绘的箭头指向前门也很有效。但是我们也想包含带给了我们很多乐趣的东西带有版权的插画，所以我们设计了两个窗户贴纸，当你从这里离开的时候就像一个格言一样提醒你 - 随时提供美食。

Time and again on this project, when I started taking things in a classic “design” direction, the team at Starboard reminded me to zig instead of zagging so we could give diners an experience they can’t have anywhere else. They wanted the design to be as personal as the food and the service, and I’m grateful to them for encouraging me to step outside my comfort zone.

又一次，当我开始用传统的设计方向处理这个项目的时候， Starboard团队提醒我们要颠覆而不是更委婉一些，这样才会给用餐者带来无可替代的用餐体验。他们想要设计和食物和服务一样更具个性化，我很感激他们鼓励我走出我的舒适区。

If you happen to be in San Francisco, please stop by and tell them I sent you. I recommend the Pho-Rench dip with steak au poivre on an Acme roll with a Vietnamese jus, but everything’s just as delicious as it is quirky — that’s why I love the place.

如果你碰巧也在三藩市，请一定到此停留并告诉他们是我让你来的。我推荐黑胡椒牛排Acme卷和越南果汁。每道食物都既美味又独特，这就是我喜欢这个地方的原因。

尚略广告，上海品牌设计公司设计部点评，Starboard餐厅餐饮logo设计像一只彭跑的牛，图形非常简化的牛，品牌形象设计的核心，是一套手绘风格的非常具有创意和复古风格的艺术插画。这种风格为餐厅创造了放松，惬意，愉快的氛围，让客人愿意来，愿意在这多待会儿。

本文网址：https://www.shinerayad.com/news_info.asp?id=2511，源自：http://identitydesigned.com/starboard/，转载请注明出处。