As a designer, I find it very delightful when I have discovered a restaurant that serves great food while also carrying an attractive and consistent identity system. This tends to make me want to visit often and recommend it to friends. A memorable identity inspires trust, loyalty, admiration and recognition. This being said, of course, not all restaurants have this quality. Most of them have a tendency to be either inconsistent, unmemorable, busy, inappropriate or even non-existent. Design Meets Food looks to expose these restaurants that form a part of my lifestyle in New York City by proposing new logos for them. As a customer of these places, I truly wish people would know about them and discover their goods. And the way I could do this, as a designer, is with my Thesis project. I am planning to offer some of these the qualities and personality I know makes them unique through these designs displayed online. These places probably don’t know yet how much a memorable identity can help in giving them a competitive advantage in order to stand out. To make these new logos effective, I will be going by the criteria that I have learned throughout the years as a design student which is by keeping them: simple, memorable, timeless, versatile, and appropriate. My goal is to raise awareness of how important a creative brainstorming process is over fast stock solutions or cheap logo designs.