Lenny’s old logo was a piece of classic, if poorly drawn, script lettering (their newer logo, for what it’s worth, looks like it belongs on a bowling shirt. Though their mascot might be too creepy to be worn on any item of clothing in public). In my new logo, I try to revive the feel of that logo while making the drawing cleaner & clearer. Using Sverige Script by Aring Typeface as a baseline, I created a thick, flowing mark.
The logo can be used in a circular holding shape. Not only does this allow the logo to stand out from any background elements, it also evokes the shape of a burger patty, an association that’s cemented by the color palette.