The Ballad of the Sad Cows


When we design an identity system, we go through a long and thorough process. The final outcome fits the client's business and is the foundation of a larger system. But when I see this logo for Douglaston Steakhouse designed by Restaurant Associates in the 1960s, I want to drop all of the thinking and visual exploration and only design logos with sad animals. Strangely, this logo seems more fitting for PETA, than a steakhouse. It's honest, though, and I appreciate that. If you eat steaks, well, there's no getting around the fact that a cow had to die. I think the cows in this are experiencing the classic stages of grief: denial, anger, depression, and acceptance.