Spring 2014

Burger, fries, no logo

With ‘nothing to show and nothing to say’, Ben Stott’s ‘anti-branding’ helped turn the Byron restaurant chain into a multi-million pound brand.

For the past few years the British hamburger chain Byron, which launched in 2007, has had an approach to identity design that flies in the face of branding fundamentalism, and reflects the more current notion of ‘dynamic identity’.

Yet ‘dynamic’ is not quite correct to describe an identity, steered by designer Ben Stott, for which there’s no logo – and no easily describable ‘house style’. Stott has taken a playful approach to every aspect of a chain in which the most consistent elements appear to be the hamburgers themselves, and the word ‘Byron’.


Feedback cards with illustrations by Jean Jullien, 2012.
Top: Design and art direction by Ben Stott, Byron Beak Street, London, 2013. Stott says: ‘We felt we could push the signage on the fascia to be quite minimal, with a simple small painted “Byron” … The letters are based on Turnpike, redrawn to be thinner and wider.’


John L. Walters, Eye editor, London

Read the full version in Eye no. 87 vol. 22 2014

EYE87 Cover

Eye is the world’s most beautiful and collectable graphic design journal, published quarterly for professional designers, students and anyone interested in critical, informed writing about graphic design and visual culture. It is available from all good design bookshops and online at the Eye shop, where you can buy subscriptions, back issues and single copies of the latest issue. You can see what Eye 87 looks like at Eye before You Buy on Vimeo.

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