Logo Clean Up/Upgrade for a Chicago, Illinois Mexican Restaurant
El Rey, a Mexican restaurant located in Berwyn, Illinois, recently contracted Visual Lure to refine and improve its existing logo. While the original design had plenty of character and personality, it also had several issues with proportions, angles, balance, and overall readability that needed to be addressed.
The illustration of the king riding a horse was the primary focus of the redesign. The horse’s stance felt unnatural, with its hooves not properly planted on the ground. The king also needed attention, his leg was getting lost in the illustration, and he had awkward facial features. One of the client’s main requests was to have the king proudly raising his mug in a celebratory “cheers” gesture. We carefully refined the illustration, corrected the proportions, cleaned up unnecessary details, and improved the overall composition while preserving the personality of the original artwork.
Typography was another important part of the project. The existing lettering made “ELREY” appear as a single word rather than two, and it felt generic. After reviewing an even older version of the restaurant’s logo, we discovered a distinctive logotype that we really liked. Rather than starting from scratch, we brought that lettering back, making subtle custom adjustments to improve spacing, readability, and balance while maintaining its original charm.
The end result is a cleaner, more cohesive, and professional logo that stays true to El Rey’s established identity. By refining rather than reinventing the design, we were able to preserve the brand recognition and character that customers already associate with the restaurant.
Check out the before/after comparisons below to see how these subtle refinements made a big difference!
To wrap up the project, we also provided the logos in both one-color and reversed formats:
Does Your Logo Need a Little TLC?
Not every logo needs a complete redesign. Sometimes, a few thoughtful adjustments can make a world of difference. Whether your logo has awkward proportions, outdated typography, unnecessary details, or simply needs to be cleaned up for better reproduction across print, signage, apparel, and digital applications, Visual Lure can help.
Contact Visual Lure today to discuss how we can refine, refresh, or modernize your existing logo while preserving what makes your brand recognizable.
