London Roof Gardens Logo Concepts

London Roof Gardens is a restaurant concept inspired by elevated dining, botanical environments, and the refined charm of London’s rooftop culture. The goal of this project was to create a visual identity that captures the balance between nature, luxury, and modern city living.

I began by exploring the essence of the restaurant: a rooftop space surrounded by greenery, warm ambience, and panoramic London views. These themes guided the conceptual direction — a blend of natural softness and architectural structure.

The client requested multiple logo directions, each with its own personality. I developed a set of concepts that ranged from botanical and organic to clean and typographic, giving the brand several potential identity paths.

Each concept was carefully crafted to reflect a different aspect of the brand:

Concept 1: A refined, elegant emblem combining garden-inspired shapes with a modern, upscale aesthetic.

Concept 2: A more geometric, architectural direction referencing rooftop silhouettes.

Concept 3: A minimal, type-driven approach emphasizing sophistication and simplicity.

After reviewing all directions, the client chose the first concept — the version that best represented the harmony between luxury dining and the natural, garden-like atmosphere of the space.

To complement the chosen concept, I explored color palettes inspired by:

Botanical greens

Warm earthy neutrals

Muted tones that evoke evening ambience

Light accents for daytime identity and digital use

These palettes were designed to adapt across various brand applications, from signage to menus to digital platforms.

All design explorations, logo concepts, and color studies were created in Adobe Illustrator, ensuring clean vector output suitable for both large-scale and digital use.

The final direction provides London Roof Gardens with a polished, elegant visual foundation. The selected concept sets the tone for a sophisticated rooftop dining experience, blending natural elements with modern refinement. This identity can be easily extended into menus, signage, merchandise, social media, and interior branding.