We would like the logo to convey “three levels”, this can be subtle and abstract. However, it must remain clear that the name of the venue is “237E”. The logo must look good both with and without the slogan as the slogan will not always be shown with the logo.
273E has a heritage feeling, 273E is more "hipster" than clean-modern :-) We have softer and more textured finishing, red brick walls, wood bars, stained glass, although we do have modern design elements as well, indoor plants, atrium, lighting, we are more of a cocktail lounge than beer hall.
Take a look at our selected "design inspiration" logos for the heritage feel we are looking for. Slightly thicker lines are well regarded, a stamp effect may be worth exploring, but overall a more heritage feel than super-clean-modern is likely to suit 237E.
This contest is for the master 237E logo, after this contest we will also develop individual logotypes for each of the three levels of the club as each level will have their own identity. The 237E logo (without slogan) will accompany the logotype of each level, for example: 237E Saloon Bar, 237E L2 and 237E SkyBar. Therefore, the 237E logo is to be compatible with this application.
It is thought that perhaps the corresponding horizontal line of the “E” could be highlighted (different fill etc) to hint at the level in the building the respective bar is located. For example: in 237E Saloon Bar, the bottom horizontal line is highlighted, while for 237E L2 the middle horizontal line is highlighted and for 237E SkyBar the top horizontal line is highlighted in the E.
E is short for “east” which is the part of the city in which the venue is located (the designer does not need to make any connection to east, but this provides context).