SQUARE EIGHT is a concept restaurant located in the MGM Macau. As the development of the MGM hotel is gradually pointing itself to the art and cultural positioning, SQUARE EIGHT have to rebrand its image to match the whole branding of the MGM, which increases its market competitiveness.

We aim to add some stylish and artistic elements into the original brand image.

SQUARE EIGHT consists of NORTHERN KITCHEN and SOUTHERN GARDEN,and they respectively provide the unique flavors of the north and the south of China.

Northern cooking method focuses on the knives, so we extract the elements of the straight and slash form of the knives when the food is cut by the chef.

Southern cooking focus on the exquisite and beauty of the food, so we extract the floral elements which the chefs always use to decorate the plate.

On the logo design, we blend two elements of the South and North in two octagons to form the image of the arabic number “8”, which can enhance its memorability.

Last but not least, the color of the logo is extracted from the brown and red of the interior design of the restaurant in order to maintain the overall consistency.

Visual Identity