Fifth is a restaurant concept that is 1 part jazz club, 1 part gastro pub, and 1 part cocktail lounge. All parts as cool as the other side of the pillow. Fifth required a mark that would pay homage to its musical interest while being clear about name and location— it is on 5th street after all. With a vintage venue our brand system needed to be able to find its way onto brick walls and barstools alike while maintaining its sophistication and keeping its cool. Wendigo Jones went to work and the result is a well-composed logo that combines classic and modern sensibilities. The supporting pops of color let this brand really sing.