SERVD: Branding & Strategy Share: Dartmatics Limited Score Awaiting client review n/a Date Published 7 July 2023 Reading Time 2-Minute Read Dartmatics was approached by George Hayes Ltd, a UK-based entrepreneur, to help launch SERVD, an app for ordering food and drinks in restaurants and bars. SERVD simplifies and streamlines the food ordering process by automating the gap between the service provider and end consumers – restaurant/bar staff and restaurant/bar patrons. The Challenge We were tasked with completing the following tasks to help launch SERVD. Build SERVD’s brand identity and brand strategy, packaged in a thorough guidelines document. Complete extensive primary and secondary research on target market groups to optimize the interface for each user group’s experience. Wire-frame and then design the app’s core order placement pages for both sets of users – restaurant/bar staff and restaurant/bar patrons. The Solution Logos The SERVD logo was designed with the intention of being simple, yet eye-catching. This is shown in the contrast between all three colors seen on the logo: white, deep purple, and the sunset gradient. In terms of symbolism, the white circle represent the birds-eye view of a glass, and the half-moon gradient symbolizes the remnants of juice on an orange slice, reflecting the sunset. Colors and Typography SERVD uses a color palette defined by bold, vibrant, and contrasting hues, which symbolize the balance of calmness and awe that is found when staring at a beautiful sunset. Moving over to the typeface used, Montserrat helps to encapsulate the symbolism captured by the colors. It is a bold, yet open, typeface that is eye-catching, playful, and friendly. The Result The client has reported that they’re very pleased with the app.