Zuma Bar; Kalamazoo, MI

Zuma Brandmark, 2009

Named after the California beach made famous by Neil Young, this logo was chosen for it’s masculinity and architectural accents. Though initially presented in a different palette, the colors were changed later
in the process to reflect the hotel’s existing interior design motif.


Concept A

This variation expands on the bar’s intended “class upgrade,” by utilizing a more dignified font choice and pairing that with a translation of wine pouring into an empty glass. As a brandmark, it creates iconic recognition while quickly establishing the nature of the environment.


Concept B

Creating this dimensional option gives depth to the mark and expands the color palette without creating an overly complex design. The playful interaction of shapes in this logo was intended to mimic light gels used on a dance floor while highlighting the boxy nature of the bars interior.


Concept C

Following the fluid nature of the selected brandmark, this less organic option contains defined edges and crisp corners. It’s angled lines invoke action while drawing the viewer’s eyes back to the logo’s center. Together, with the bold, stable interior structure, they balance the mark visually, while still retaining some ambiguity to draw the viewer in.