Identity Designed is a showcase of brand identity projects from around the world.

The Burger Map

Contributed by André Giacomucci of São Paulo-based Mucci.

The Burger Map brand identity design

The Burger Map is a hamburger place in Santo André, São Paulo, Brazil.

Created by Brazilian lovers of American culture and cuisine, this place has everything a “hamburger worship temple” should. It was inspired by George Motz’s book, Hamburger America, used as a reference guide to create a rotating menu of special burgers, made with beef that’s freshly ground daily.

In addition to using his book for research, the owners made numerous trips to the heart of burger country just to make sure they got it right. That expedition gave the name The Burger Map.

The research wasn’t for popular fast food or gourmet burgers. It was for burgers typical to each region, made by people who really like to make hamburgers. From Oklahoma to Los Angeles, different places and people helped frame the concept of what would come to be the perfect burger.

One week the menu might have the Oklahoma onion-fried burger, then the next you’ll see Connecticut’s steamed cheeseburger. The basic hamburger, which is topped with onion and tomato, pays homage to New Haven’s Louis’ Lunch, widely recognized as the originator of the all-American hamburger back in 1900. Other American classics at The Burger Map include Milwaukee’s Butter Burger and Minneapolis’ cheese-filled Ju(i)cy Lucy.

To create the logo, Mucci Estúdio was inspired by vintage American brands. While looking for vintage typefaces we found Horndon, a decorative art nouveau style typography, then customized it.

The Burger Map logo

By removing the centre of each letter, we realised we could create a burger with the shapes.

The Burger Map logo

The Burger Map symbol

We customized two other typefaces for printed materials and created a pattern with the 50 American states to be applied to collateral.

Mucci Estúdio also reproduced a map showing the states of each burger origin. Thus, visitors can better understand the concept of the place, become familiar with the location, and identify which one is the perfect burger for themselves.

To create The Burger Map blog, we followed the responsive design philosophy. Internet users on smartphones and tablets can browse the site without hindrance.

Mucci Estúdio has worked with The Burger Map since the restaurant opened. Until now, we created different placemats, sticks, two beverage menus, four burger menus, a blog, and the website.

The Burger Map brand identity design

The Burger Map brand identity design

The Burger Map brand identity design

The Burger Map brand identity design

The Burger Map brand identity design

The Burger Map brand identity design

The Burger Map brand identity design

The Burger Map brand identity design

The Burger Map brand identity design

The Burger Map brand identity design

The Burger Map brand identity design

The Burger Map brand identity design

The Burger Map brand identity design

The Burger Map brand identity design

The Burger Map brand identity design

The Burger Map brand identity design

The Burger Map brand identity design

The Burger Map brand identity design

The Burger Map brand identity design

The Burger Map brand identity design

The Burger Map brand identity design

The Burger Map website

The Burger Map website

The Burger Map website

The Burger Map website

The Burger Map brand identity design

The Burger Map brand identity design

View more identity work on the Mucci website.

7 appreciated remarks about “The Burger Map”

  1. Hmm. Not sure about this one I’m afraid. It all seems a bit disjointed to be honest. The only thing that really stood out for me was the Beverages menu. I’m loving the retro font on there particularly that ‘R’ and the repeating pattern. But it doesn’t seem to follow through to anything else though…? Surely, its one or the other. Either the repeating states idea (not overly keen) or the pattern but not both…?

    I guess what I’m trying to say is that whatever is used as the pattern for the plates, should be used for the menus etc etc

    Overall I think there seems to be way too many different ideas here for me. Sorry to be a bit harsh but I’m slightly confused!

  2. I get that, too, Mark. I don’t understand the need for the different menu styles. Perhaps if they were coded depending on the burger of the week it’d make more sense. I love the overall idea for the burger joint (I’d go), and the beverages menu is the stand-out piece for me, too, but judging the identity on the info that’s here, there’s too much going on.

    Maybe André will weigh in.

  3. I agree with Mark. This is really all over the place. I really can’t tell what exactly is the cornerstone of the identity. The mark seems to have a completely different look and feel from the type lock-up. The typography is really all over the place. I get the designers are trying to communicate regional differences in the products, but I don’t think it’s wise to communicate that in the brand platform itself. The result is this hodge-podge of retro fonts and graphic styles that don’t work well enough to complement one-another.

  4. There is nothing here that I haven’t already seen 100 times before. It’s disjointed, bland, and completely expected. But hey, in full disclosure, I live in the US and I see this crap all the time. So, maybe it’s perfect?

  5. I am not really into this so much. Most especially the font.I will be honest, I skipped half of the images more excited to read the comments below.. That to me says that this identity is not eye catching enough for me to stick around… again, I am just making a quick assumption and did not choose to read into it. To me it doesn’t matter about the message, and what an identity is about rite off the bat. It needs to catch my attention visually first so I feel the drive to look into it further…which it did not. personal opinion :)

  6. I am not sold on the idea of taking the negative space from the letters and making a burger out of it. The shapes are plain and oddly shaped.

    What are your thoughts on the number of colors used?

    I like most of the colors but I think there are just a few too many.
    However, I would eat at this burger joint. The brand makes the environment appear to be…fun.

  7. Love how they created a burger out of the letter’s centers! Pretty smart.

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