Gourmet Burger Co. suffered from an issue which many small companies often encounter when expanding into larger and more tightly regulated spaces. Up until the Newmarket location, Gourmet Burger Co. preferred elegant black awnings at their locations with their complex and detailed logo applied with heat pressed vinyl. The landlord at the new location stipulated that no awnings or sign boxes are allowed on the facade of the building. This limited the option available to channel letters or non-illuminated cut out lettering.

 

 

After a fair bit of consideration it was decided that channel letters will be used in order to achieve the best balance between visibility at night and aesthetics during the day. The original design of the logo and lettering was too narrow to be illuminated; therefore the lettering was altered to facilitate the use of L.E.D.'s by increasing the thickness of the lettering. The logo also featured vinyl detailing which needed to be placed on the acrylic faces of the letters, adding to the dimension of the letters.