Wednesday, September 7, 2011

Design collection: Bad catering logo designs - what you should not do when making a catering logo

Due to the surge of catering logo searches on Baneneng's portfolio, I thought of doing our eager searchers and googlist a favor by bringing you my shortlist for the worst catering logo designs. (Don't worry, I'm coming up with the  top catering logo designs after this so watch out for it!)

Note that a good graphic design reflects the essence of the brand. Never mind if the name of the catering company is ordinary, the least a graphic designer, illustrator or art director can do is to transform the forgettable  brand name into an unforgettable logo by using and emphasizing the right elements.

Part 1: Bad catering logo designs

Try searching catering service online and if you share my aesthetics, the logos of the top search results fall short on creativity. Nothing stands out in the design elements used in the caterer's logo. AllSuburbs, Jay's Catering, Viviani's Catering and other companies must serve a heck of a feast, but for the sake of making a point, allow me to show their logos here:

YLS Catering Services (Singapore). The logo looks annoyingly too generic. The letters YLS, while in italics, are written in a too-common font that it simply doesn't stand out. It would have looked a bit better if the cursive font was used on YLS, and the sans serif font was used on "Catering Services". But if they did that, the logo would still look bad because these fonts do not possess character at all.

All Suburbs (USA). Looking at the drawing of the chef, could you tell that All Suburbs is a restaurant, catering service company or a bakery had the phrase "Catering Service" wasn't written on the logo? I didn't think so. Ideally, the logo should not look very generic or else the looker (or worse, a potential client) would be left guessing which service your company provides. And that is bad for business.

Alfonso Catering (USA). While it shows that thought and care went into developing a signature-style logo, I cannot ignore how the letter n looks like a u. The last thing a designer wants is to have people misread or mispronounce the brand name. This is why Alfonso Catering's logo falls under bad catering logo designs.

A1 Catering (Philippines). I'll keep this one short. Because of the font choice, the logo looks outdated and the drawing, confusing. Is that a toque trying to be a heart, or is it heart-shaped balloon which oddly reminds me of a fallopian tube (I don't know why, please don't ask). Here, white overpowers the green so the brand name is de-emphasized, and the odd drawing, highlighted. 

Mmmm Good Meals. Does this logo remind you of another brand? Notice that the font and the circle for each letter m is the same as the world-renowned M&M's brand. The design semblance too goes against the company's service -- a chocolate candy certainly isn't part of a health-conscious food service.

Please note that it is not my intention to offend the logo designers of or owners of the companies mentioned above. Kindly take this as a constructive criticism and professional advice so that you could further improve your branding.

Part 2: Best catering logo designs (Coming soon)

Now that we've discussed the don'ts, it only makes sense to discuss next the do's in designing a good catering or caterer's logo. Watch out because that will come next week. Until then!


  1. The catering business has been experiencing a boom for a long time now. Catering services should need to get the idea of modern catering needs and demand of customers. Recently finger food have become an important part of catering business.Seems to be a very promising catering services.Great catering is dependent on two factors: excellent service and unforgettably great food which I think you can provide both.. large scale catering

  2. Hey food solutions,

    Yes, catering business is in a boom lately. Thanks for dropping by!