Our challenge was to create an identity and signage program for Genesis BBQ’s
franchise food establishments. Genesis BBQ has nearly 8000 restaurant facilities
in South Korea (the letters BBQ do not convey the immediate notion of
barbecue as it does in the United States).
The challenge of working against a very strong predetermined letter-combination was considerable. Spire developed a highly modernist version of the bb.q letterforms in a lowercase arrangement, additionally adding a “dot” between the bb and the q in order to signify an alteration to what might be, we developed a structural lighting scheme for the restaurants. The initial “overseas” facility was built in Tokyo, Japan. At present seventy-five facilities have been converted to our look, with hundreds planned for updating in the following years. In addition a Korean Hangul letterform design, to match the Roman letterforms was developed.