Mike Reid - The Laughing Chef

THE BRIEF

Mike Reid is a British chef, a co-host of My Market Kitchen on channel 10 Australia and Ready Steady Cook on the BBC. He overseas Rare Restaurants and Boudica in the UK. And he’s hilarious. He’s known as The Laughing Chef, because he has the most infectious laugh you’ve ever heard.

Mike came back to me for a complete rebrand of the logo we made together back in 2016. As he is now well and truly known as The Laughing Chef, his tagline needed to be incorporated into his new logo, along with a likeness of his laughing face.

THE SOLUTION

This was one of the hardest briefs I’ve worked on. While I’m extremely proficient in Adobe Illustrator, I’m no artist. Capturing Mike’s likeness in a vector format took a huge effort, and more than 40 variations to get right. We also had to make some decisions on which hairstyle and facial hair to use (he’s recently grown his hair out, but was probably better known as bald.

Once we had the logomark (Mike’s face) completed, I went about generating multiple scalable formats to work across different mediums. We kept the same colour palette we chose back in 2016, and went about applying the new style to his new website, which I built for him in Squarespace.

Fun fact: the Roman numerals in his badge version are 16 and 21. The years his kids were born!

SERVICES

Logo Design Website Design