Horseshoe
Restaurant
& Bar

This project was created during my Graphic Design II course as part of the “Hometown” assignment, where we were asked to conceptualize and design a restaurant brand based on our hometown. For this project, I drew inspiration from Saratoga Springs, New York—an area known for its rich history and strong association with horse racing culture.

I developed Horseshoe Restaurant & Bar as a concept that reflects the identity and heritage of Saratoga, using the symbolism of horses and the racetrack as a foundation for the brand. My goal was to create a restaurant identity that felt both locally grounded and visually distinctive, capturing the character of the town while appealing to a contemporary audience.

In designing the brand, I focused on building a cohesive visual system through logo design, typography, and supporting brand elements. I explored how symbolism—such as the horseshoe—could be used in a refined and intentional way, creating a mark that feels both iconic and connected to place. I also considered how the brand would extend across various applications, from menus to environmental and promotional materials.

Using Figma and Adobe Illustrator, I developed a brand identity that balances tradition and modern design, allowing the restaurant to feel rooted in Saratoga’s history while still functioning as a polished, contemporary concept. This project allowed me to explore place-based branding and how cultural context can inform a strong and cohesive visual identity.