Union Fare
Union Fare is a food truck park and event space located in Downtown Athens. Located in what used to be historic Union Hall, Union Fare’s goal is to bring in new and different fares to Athens’ food scene. The indoor space functions as a cocktail bar and event space, and the outdoor area is complete with a beer garden and outdoor bar.
As we were developing the logo and brand for Union Fare, we referenced historic Southern
* BRAND IDENTITY
typography. We aimed to create a wordmark that functions in a modern setting, while also reflecting the historic roots of the space. We created a wordmark that is simple but strong.
The outdoor space has its own secondary logo, Union Fare Grounds. In developing this logo, we added in a mid-century inspired script to bring a little more fun to the food truck park.
The color palettes we developed help show the distinction between the indoor and outdoor spaces as well. Black, white, and gold are used throughout the branding. The graphics for the indoor space use dusty blues and sage greens, while the outdoor palette brings in bright reds, oranges, and pinks.
We also added a silhouette of a tree to the brand kit. This tree can actually be seen in the outdoor area of the space, and also serves as an additional brand element to bring in texture and visual interest behind graphics.
