Objective

• Preserve Dragon Chino’s current identity and recognisability by keeping one or two key elements from the existing logo.

• Modernise and simplify the mark to improve legibility, versatility and consistency across digital and physical uses (signage, menus, packaging, social, wayfinding).

• Deliver a scalable version that works well at small sizes and in monochrome.

What to review in the current logo

• Iconic elements: identify recognisable parts to retain (eg. dragon silhouette, a distinctive curve, signature colour or cultural motif).

• Graphic complexity: find overly detailed areas or extra strokes that hinder clear reproduction at small sizes or on sign edges.

• Type readability: check letterforms for spacing, weight and whether simplifying shapes would improve legibility.

• Colour use: verify the palette for reliable reproduction across Pantone/CMYK/RGB and for contrast in signage and digital screens.

• Usage contexts: list main applications (restaurant facade, illuminated signs, printed and digital menus, delivery apps, merchandising, social profiles).

Deliverables

• Primary logo (full lockup).

• Secondary compact lockup (for small spaces).

• Monochrome/reverse variants for signage and embossing.

• Clearspace and minimum-size guidelines.

• Basic brand usage sheet showing correct/incorrect applications across typical contexts (facade, menu, app icon, packaging).