When it comes to food brands in the UK, there are few with the understated power of Pret a Manger. This fresh and natural (relatively) fast food restaurant has changed the way people in the UK view the act of getting a quick bite to eat.

Usually one must choose between health, flavour, and convenience, especially when it comes to eating outside the home. In many ways, this is unnecessary. There are many fresh and delicious meals that can be prepared quickly, but Pret a Manger was one of the first establishments to identify and capitalize on this. Since 1986, this constantly growing chain has offered simple, preservative-free food to health-conscious people on the go, both in the UK and in a growing number of locales around the globe. Recent additions to the brand include lower cost options and even a line of children’s favourites to go.

The logo design has changed over the years, but it always has reflected the core values of the brand and the upscale preferences of Pret a Manger’s target audience. It now features a ‘fast food standard’ palette of red and gold, but in deeper, more sophisticated tones. This is reflective of Pret’s target market placement as a higher class and more socially responsible alternative to other fast food choices.

Tall skinny writing in this logo design creates a sophisticated feeling that is balanced by the substantial feeling of the bold, hard edged letters. A star, which is generally seen as a symbol of excellence, is the only image. Although many of the signs have the establishment’s full name, the more common logo now features merely the nickname: Pret. This moniker is simple and sophisticated without being confusing to people familiar with the full version. The use of the same star and the same font provides continuity in the brand.

Pret a Manger has been in industry leader in providing organic foods. Their coffee and tea shops feature socially and environmentally sound products and the latest varietals. These are key concerns for upmarket shoppers, showing how responsive this business is to their customers’ concerns.

What is next for this company? With an increase emphasis on local foods, it is easy to see the company moving more and more in that direction. While there are already local choices available, offering more local specialties and more locally sourced regional foods will resonate with the modern upmarket shopper.

What can we learn from Pret a Manger? First, that colour, shape, and other subtle logo design cues are crucial to the way a company is perceived. In this case, these factors support the brand, showing that they were professionally crafted. Second, that effectively managing a brand requires constant reassessment of how your product fits into the ever changing sensibilities of your customers.

If you want to create a brand as well known and well loved as Pret a Manger, your first step is clear. Consult a logo designer today and find out how your visual elements can be the building blocks of success.