Overview

The Coney Island “Coney Dog” is a hot dog synonymous to Detroit. National Coney Island is a Michigan home grown, family owned business and have been slingin’ dogs to Detroit and its surrounding Metro areas since 1965. National Coney Island wanted our team to building upon National Coney Island's existing brand color palette and assets, to create a tight and robust brand style guide with clear instructions and what can be possible with the Coney brand. We explored visuals that allude to their rich history and personality combined with it’s modern charm throughout the brand.

Given a few samples of what had already been done, it was up to our team to tighten up and create a disciplined brand style guide for National Coney Island. Here are a few pages from
that guide.

Similar to the approach of finding the right color palette, flexibility and give the sense of calmness and warmth were the needs of the typeface. Gilroy was chosen not just for it’s flexibility and readability but for its modern moments of personality and energy the project needed.

The icons were created to add to the personality and to be paired with the typeface. A rounded edge to the lines was used to mimic the geometric shapes found in the Gilroy typeface.