Byron Hamburger Logo
Byron Burger “brings people back to the table” with newly introduced dining-oriented logo
Forming part of a broader aesthetic overhaul at UK restaurant chain Byron, a new logo “seats” the titular letters of the brand around a rectangular frame symbolising a table round which customers may gather. Their venues stand as hubs for family and friends to break Byron bread and share real experiences with each other, showing the chain perhaps seeking to itself break away from the industry trend of Deliveroo and UberEats and provide an answer to the accelerating use of fast food delivery apps which pervade so much of daily life.
CEO Simon Wilkinson feels the logo encapsulates the family atmosphere they seek to foster at Byron, and promote the manner in which they hope customers will enjoy their food in the years to come – “together.” This attempt at fostering a community of faithful customers is just what the doctor ordered for the chain that suffered more than a dozen closures over the course of 2018, prompting an injection of a princely £10m from investors not to only keep the lights on but push on ahead and regrow a fanbase.
The unity needed across its locations and across the country is counterintuitively demonstrated by their unconventional, asymmetrical logo, with past years having seen branches operate with relative autonomy and produce a variety of marketing materials and unique branding for their own venues. Crossing over to the digital sphere, social media users will note the tearing down of Byron’s Facebook and Twitter presences completely to start anew, with its Instagram remaining intact one imagines solely to preserve the vital likes and followers needed to thrive. What is now visible, however, is their new run of taglines and mantras aimed at ushering in a new era for the brand and encouraging their following to make a return.
“All Hail the Table” dances in the wind as their flag in this fresh marketing drive, bringing together their “proper food” and your “good times” into one perfect harmony seeming to form the framework of their “super cunning plan.” The clean and simple monochromatic visuals on display speak to a company set on real change and standing apart from both their own prior aesthetic and also other market leaders; their line in the sand, one might say. Previous advertising has seen bold splashes of colour and Quentin Blake-esque artistry form the backbone of the Byron brand, a world far removed from the crisp and no nonsense tone the current metronome strikes.
This marks a decided shift in the thinking of the Byron team at a time when all about them seems uncertain, and their two roads diverge in a yellow wood. Yet in lieu of mellow yellow, their logo sets the records straight in black and white, and says little whilst conveying a lot. It seems they will seek to build a family of fans again and rise from yesterday’s setbacks, and whilst giving them a seat at the table, let the customers do all the talking.