New Work: Ruby Tuesday
DJ Stout and his Austin design team have collaborated with Ruby Tuesday to create an entirely new visual identity for the international chain of over 900 bar and grill restaurants. The new logotype and identity system is part of the chain’s effort to upgrade its brand by creating a healthier and higher quality casual dining experience and has been applied across the board to menus, take-out bags, cups, napkins, uniforms, signage, architecture, advertising, website and even a race car.
The redesign straddles the line between upscale sophistication and down-home friendliness and revolves around a new logotype that combines the words “Ruby” and “Tuesday.” “The idea of running the words ‘Ruby’ and ‘Tuesday’ together in the logotype came to me one day when I was sitting in the reception area of the company’s headquarters in Knoxville, Tennessee, waiting for a meeting” says Stout. “I overheard the operators answering the phones and they would routinely refer to the company as ‘RubyTuesday’ as if it was one word instead of a two word name.” The designers also created an identity for the restaurant’s takeout and catering service, called RubyTueGo.
