Gossip Grill in San Diego is one of less than 20 lesbian-specific bars/nightclubs left in the U.S.
Although they would like to remain lesbian-forward, they also want to be known as a safe, inclusive space for the entire LGBTQIA2S+ community.
Because Gossip Grill is historically a lesbian bar, their identity includes a lot of female or feminine imagery including pink color palettes and pinup illustrations. The brand lacks cohesiveness between the website, menus, merch, and the space itself.
Being more inclusive means more people are represented throughout the branding, and everyone feels welcomed and safe in the space.
Logistically, this means keeping the fun, playful, sexual nature of the brand, but removing the female pin-up imagery, expanding and updating the color palettes and overall visuals, and ensuring cohesiveness across all brand elements.
Wide exploration was important during this phase. Initial designs were completed with sophisticated bars and nightclubs, LGBTQIA+ lifestyle, and modernity in mind.
I selected a geometric logo due to it’s precise and clean look as well as modern and engaging feel. An element from the previous (historic) logo was included in the chat bubble as the ear of the g.
The final logo is a crisp “black” or white and will be wrapped in neon on a large sign in front of the establishment.
The bar currently has a very popular neon sign that includes the slogan, “Welcome Home Beautiful,” where patrons take photos. This slogan and neon elements will be expanded throughout the brand.
Part of putting together the new brand was figuring out how to represent it to the public and patrons. This was around the time that things were just starting to open up from the Coronavirus quarantine, so the first round of ad ideas were around that.
Although fun ideas, the previous set of ads didn't rise to the level of sophistication of the new brand. So, the ads were pushed forward and included other brand elements like neon, while also still playing on the quarantine with the inclusion of a branded mask that would be available for purchase.