A few years ago, a beloved Spokane donut shop went out of business. It had been a fixture of the community for decades, and because it was so close to Moody Bible Institute–Spokane (which I moved to Spokane to attend), it was a weekly hangout spot for me and my friends. In fact, my first date with my husband was at old Donut Parade. It will always be a place of great nostalgia for both of us.
So, you can image my excitement when we discovered that someone was taking up the mantle and re-opening its doors. We were even more excited about who was re-opening “DP,” as we’ve affectionally called it. The new owners, Nathan & Christa Peabody attend our church (right across the street from Donut Parade), and have spent years investing in the Logan neighborhood, especially in the youth. They plan to use Donut Parade for mentoring and tutoring, as well as employing youth from the neighborhood.
I consider designing the new Donut Parade logo to be one of the highest honors I’ve received in my entire design career. DP feels like such a big part of my time thus far in Spokane, especially of my college days, and now my work gets to be a part of it.
Donut Parade Re-Opens! — Image Source: The Spokesman Review
I had such fun trying to capture the classic vintage diner feel while also giving it a bit of an update. I knew from Nathan & Christa’s remodeling process that they intended to modernize several aspects of it, but that they planned to keep some of the retro booth seating as well as the set of old, very clearly vintage refrigerators that used to sit by the entrance. I worked hard to create the same “vintage modern” compromise. The upward slant of the logo is very common in vintage diner signs, logos, and menus. “Donut” has a vintage neon sign feel to it, while also being minimal, and the border creates more of a “badge” look.
Old Donut Parade didn’t really have an official logo—more like a donut mascot that appeared in multiple different forms over the years. So, obviously, I had to incorporate them! Hence the minimal, parading donuts at the top of the logo. I'm so happy that Nathan & Christa were game for the donut with a top hat.
Donut Parade opened this week, and is off to a great start. They managed to sell out every day thus far!
As a side note, I also enjoyed throwing together some last-minute paper menus and comment cards for opening week. Hand-lettered menu boards are coming soon!