Sunda
Identity & Inspiration Book
Launched in winter of 2008, Sunda is the newest creation of Rockit Ranch Productions, the premier Chicago entertainment company responsible for venues such as Rockit Bar and Grill and The Underground. While collecting ideas abroad for the Asian restaurant concept, Rockit Ranch president Billy Dec came upon the name "Sunda," the name of the continental shelf that housed the Southeast Asian countries of Vietnam, Cambodia, China, Japan, and the Philippines. After going through various logo iterations with other designers, Rockit Ranch had me give the logo a try. In this design, the swirling "S" shape symbolizes the waterways that connected different Asian countries during the Ice Age, before water levels rose. In coming up with the logo concept, I also compiled research on the history of the Sunda Shelf as well as ancient Chinese maps, seen below.
Website: http://www.sundachicago.com