Read This Rider

Branding,Recent Logo Projects | Friday, March 4th, 2016


Rider is a contemporary bistro located in Williamsburg, Brooklyn launched by James Beard Award-winning chef, Patrick Connolly. The menu at Rider will focus on a variety of innovative and soulful dishes. The interior space is a stunning balance of natural and industrial materials, high design and inherrant warmth. The name “Rider” comes from the idea of a ‘hospitality rider’ that recording / touring artists submit to a venue prior to their arrival. The name is a nod to the restaurant’s relationship with National Sawdust, the new music venue and artist incubator space with which Rider shares its location. Chances are you’ve heard the legendary tales of (the late, great) David Bowie, Brittany Spears and Van Halen’s riders?


The Rider logotype consists of a family of custom type forms that embrace the bold, minimal and industrial attributes of the physical space. Part of Patrick’s creative brief to Alphabet Arm was to “avoid all the commonly used logo trends of Brooklyn at the moment”. That of course played nicely into the Alphabet Arm mode of thinking. The final visual identity system is a modular set that can be atomized down to a simple R icon. The logotype itself – featuring no counters within the letterforms – naturally lends itself to double as a stencil.




After developing a tertiary color palette and rules around complementary typography for the business card suite, Patrick and his team have taken the branding & application guidelines and run with them! Check out their Instagram feed for the latest and greatest and hold the dog gone brown M & Ms!




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