Identity & brand applications
Smash Kabob, by design.
A bold food-truck identity built from a distinctive circular logo, a red-and-yellow palette, and illustrated food graphics. Explore the original work and a proposed direction for taking the system further.
Explore the related work
The original identity
A recognizable starting point
One identity. Different settings.
The original mark brings a flaming fist, spatula, and skewer into one compact circular badge. Its outlined lettering belongs to the artwork itself; the logo is reproduced here unchanged.
These placements use the original logo without redrawing or recoloring its artwork. A compact placement should still be tested at its final size.
Color
Color with a clear role.
The red and yellow values come directly from the solid colors in the original digital logo and illustration pattern. The dark and light neutrals below are proposed supporting colors for new applications.
- Original red
- #C32127
- Original yellow
- #E6CC1C
- Supporting charcoal
- #24211E
- Supporting warm paper
- #F8F3E8
Typography
Roboto, beyond the logo.
The original brochure uses Roboto in Light, Regular, Medium, and Bold, and the February 2026 menu uses Roboto Bold. The logo’s lettering is outlined artwork, not a verified typeset font. The specimen uses Roboto to demonstrate a clear supporting hierarchy.
Big flavor. Clear choices.
Strong headings help people find a category quickly. A quieter text style supports the item details, while spacing keeps menus comfortable to scan.
Proposed usage guidance
Keep the identity consistent.
A practical starting point for extending the identity into new formats.
Give the logo room
Keep text, edges, and other artwork outside the logo’s surrounding space. The diagram illustrates a generous starting point; confirm the final clear-space rule when preparing the production guide.
Protect its proportions and detail
Scale the complete artwork proportionally. Avoid stretching, cropping, rotating, or adding effects. Check fine lettering at the actual display or print size before approving an application.
Use a clean, readable background
Place the logo on a calm background with enough contrast. Use a light holding panel when a photograph or color field would compete with the artwork. Keep supporting text readable independently of the logo.
Prepare files for their destination
Keep editable masters separate from delivery exports. Use suitable vector artwork for large print, transparent raster exports where needed, and optimized images for the website. Confirm color conversion, bleed, and safe areas with the printer.
Original work
The identity in context.
Original menus, brochure panels, customer-review materials, trailer design proofs, and the finished truck show how the identity was applied. Menu details reflect the artwork’s date rather than a current menu.
Proposed extensions
What the system could become.
These studies extend the existing identity into a counter sign and a social post. They are proposed applications, separate from the completed artwork shown above.
Fresh from the grill.
Counter sign
A proposed physical brand application, shown as a design study rather than an installed or printed item.
Smash KabobSocial campaign layout
A proposed digital composition showing how the identity can support a consistent message.
