Chipotle, one of America’s most successful chain restaurants in the last few years, had this sign on their Somerville downtown location. While Chipotle isn’t the most exclusive restaurant, its desirability comes from its efficiency and high quality of food, as well as its cohesive branding and interior design. Every Chipotle store I’ve been to is a little bit different, but the same visual language tends to make the experience familiar no matter where you are.
In particular, I liked this sign because it embodies the excitement chipotle’s brand strives for. It sticks to the brand’s core white and maroon, and is shaped like an exclamation point. The exclamation point also flows quite nicely into the pepper at the bottom. You’ve got to be emphatic when describing something spicy.