Mr. Dam

Hong Dam is a humble, hardworking businessman who takes care of his family. Working with him is difficult because he is an old-fashioned, conservative man who doesn’t have knowledge of design. The first couple of iterations was trying to understand what he really wants in his logo. My creativity was way too trendy and it didn’t fit his preferences. It was trial-and-error and I kept asking what he really desires about his history and his passion for opening a restaurant in Groningen.

He told me about his passion and also the shape of his stand because the stand became famous in Groningen. I came up with the idea of making his stand as an outline and placing his brand name in the middle of the logo.

Finally, that was the logo he wanted. We were on the same page and he was very satisfied with what I was doing luckily. The logo was simple and it tells his story about his first spring roll stand in Groningen. That was all he wanted to tell, no gimmicks, no trending logo of 2019 but simply a logo that got stuck in his head but couldn’t explain it.

I can’t wait to see my logo once the takeaway is done at Astraat in Groningen and by the way, the famous logo “Broodje van Eigen Deeg” by Jeroen van Eerden is just a couple of streets away...