Clocktower Brasserie Logo Development

As organisations evolve their logos may look a little tired or may no longer make sense, however it also brings a fantastic opportunity to help signal a new direction.

2021 sees the re-positioning of Clocktower Restaurant as Clocktower Brasserie. Originally opened in 2006, it was certainly time for a fresh look. Claire Horsley, our interior designer created an amazing concept with the look and feel of the space (discover more here), so then it was over to the marketing team and Graphic Designer, Tilly Johnson to refresh the logo ensuring it was relevant and told a story.

In a nutshell, the brief was to provide a clear distinction for our guests between Clocktower and Horto. Horto, is easy to define. It’s our fine dining restaurant which puts with kitchen garden are its core and a destination for foodies. But who and why do guests visit Clocktower?  

Its central location and large south-facing terrace with views of the gardens, mean it’s very much the heart of the hotel. We have a wide range of guests who visit – all for very different reasons, but when we break it down it’s clear they have one thing in common, time.  Their time is precious, they place a value on their time and visit to as they are confident we ensure they, along with their friends, family or colleagues will experience a memorable time.

Of course, we have the original Clocktower but that was too obvious.

The Concept
A sense of time and history is important at Rudding Park; as we blend the tradition
al of Rudding House with the contemporary design and experiences of today.

During her research, Tilly stumbled across the armillary sphere – an ancient scientific instrument that was, for centuries, used as a form of clock. This really resonated, as when considering the look and feel of the space, there were three key visual elements which represent the element of time

  • Two oversized gold lighting hoops suspended above the central banquettes not dissimilar to the key elements of an armillary sphere.
  • Beautiful hand-made screens by Margit Wittig brought to mind resin rocks reminiscent of planets, meteorites or menhirs
  • A David Harber sculpture ‘Mantle’ is a focal point on the south facing terrace which depicts the earth’s crust. 

So it is the armillary sphere which inspired the ident for Clocktower Brasserie. A spherical framework of rings, centred on Earth or the Sun, that represent lines of celestial longitude and latitude and other astronomically important features. Essentially, a very early form of sundial or clock!

Its association to ‘time’, so a ‘nod’ to a clock, yet more sophisticated.  It blends the ‘old’ with the ‘new’ and even more exciting from a marketing perspective – it can be brought to life, in the form of an animated logo.

Animation is a fantastic way to harness the move from traditional 2D print format to digital. The Armillary Sphere in an animation is a real juxtaposition – an ancient scientific ‘timepiece’ with the modern, even futuristic technologies of today and beyond.

Combining the line art of the armillary with an established feature of Clocktower - the Mantle sculpture, ties together the concept of ‘time’ with the 'space' and the sculpture ident, representing earth, naturally sits at its core. 

The menu design itself takes its cue from the tuk tuk yellow alcoves in the Brasserie whilst the typeface is in a teal, taken from the fabric used on the banquettes. A colour pop of yellow on the reverse with some 'page furniture', inspired by the trajectory of the planets links the concepts together.

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