Checkmate Rebrand

Digital ordering solutions with dedicated support for restaurants

Digital ordering solutions with dedicated support for restaurants

where

Remote

What

Brand Redesign

Brand
Redesign

Why

Company Rebrand

Company
Rebrand

Role

Brand Designer

Brand
Designer

category

Restaurant Tech

Restaurant
Tech

When

Nov 2023 - May 2024

Nov 2023 -
May 2024

The challenge

When I joined Checkmate in late 2023, the company aimed to evolve from an order integration specialist into a full-scale digital ordering provider for enterprise restaurants, competing with industry leaders like Olo, Chowly, and Deliverect. My challenge on the Visual Design team was to help position Checkmate’s brand within this competitive landscape and support its transformation into a trusted, all-in-one digital ordering partner.

Poppins

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*

Roboto

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*

01. Discovery

The discovery phase was led by Head of Visual Design, Jenna Dixon, utilizing the Brand Noun Exercise—a collaborative workshop where collaborators brainstorm key nouns to define the visual landscape and inform potential directions for the new logo mark.

The discovery phase was led by Head of Visual Design, Jenna Dixon, utilizing the Brand Noun Exercise—a collaborative workshop where collaborators brainstorm key nouns to define the visual landscape and inform potential directions for the new logo mark.

  1. Human

  2. Technology

  3. Rocket

  4. Arrow

  5. Check

  1. Heart

  2. Service

  3. Cutlery

  4. Community

Design Direction

A reimagined knight

Simplifying the shape, retaining the iconic spoon, and improving the balance of the brand mark. The primary benefit of this exploration is in the retention of brand equity surrounding Checkmate’s connection to the game of chess as it relates to the strategy necessary to succeed in the hospitality industry.

Simplifying the shape, retaining the iconic spoon, and improving the balance of the brand mark. The primary benefit of this exploration is in the retention of brand equity surrounding Checkmate’s connection to the game of chess as it relates to the strategy necessary to succeed in the hospitality industry.

A new brand mark

Focused on connecting to the core values and characteristics identified through the brand noun exploration and informed by our brand strategy. Significant importance has been attributed to the aspect of Checkmate being a conduit for the merging of technology and service.

Focused on connecting to the core values and characteristics identified through the brand noun exploration and informed by our brand strategy. Significant importance has been attributed to the aspect of Checkmate being a conduit for the merging of technology and service.

The more I thought about this, and the more I tried to compare with various other tech companies, what really stood out to me was that every site / brand seemed like they were selling tech. They had no human element, and they seemed to take pride in it.

This is not just for the sake of standing out, but this is how we actually work. And it is just a tangential but relevant benefit that the way we think of our brand makes us automatically stand out from tech companies.

We should really focus on the fact that we are a tech company but we are backed by humans, and that humans are always accessible and available. The solution we provide is not just tech based. We are not a DIY company. We actually do it for you, no matter your size and scale.

The more I thought about this, and the more I tried to compare with various other tech companies, what really stood out to me was that every site / brand seemed like they were selling tech. They had no human element, and they seemed to take pride in it.

This is not just for the sake of standing out, but this is how we actually work. And it is just a tangential but relevant benefit that the way we think of our brand makes us automatically stand out from tech companies.

We should really focus on the fact that we are a tech company but we are backed by humans, and that humans are always accessible and available. The solution we provide is not just tech based. We are not a DIY company. We actually do it for you, no matter your size and scale.

Vishal Agarwal

Vishal Agarwal

Founder & CEO

Founder & CEO

02. Exploration

The exploration phase was highly collaborative, with each team member conducting independent research, developing concepts, and then comparing insights to refine our direction. The focus was on generating a broad range of ideas, prioritizing quantity over quality, to identify and refine the strongest concepts that aligned with our discovery phase research.

The exploration phase was highly collaborative, with each team member conducting independent research, developing concepts, and then comparing insights to refine our direction. The focus was on generating a broad range of ideas, prioritizing quantity over quality, to identify and refine the strongest concepts that aligned with our discovery phase research.

03. Final Concept

After the stakeholder review, we moved forward with this concept, refining it with ADA compliance in mind. The bold choice of orange set our brand apart in a competitive market, as it was a color rarely used by our competitors. To balance this vibrancy, slate blue was incorporated to add sophistication and stability, while Blue Plate Special served as an accent color that complemented the overall palette.

The brand mark’s symbolism is deeply rooted in the key themes identified during the Brand Noun Exercise, with the central motifs revolving around heart and handshake—reinforcing trust, connection, and hospitality.

After the stakeholder review, we moved forward with this concept, refining it with ADA compliance in mind. The bold choice of orange set our brand apart in a competitive market, as it was a color rarely used by our competitors. To balance this vibrancy, slate blue was incorporated to add sophistication and stability, while Blue Plate Special served as an accent color that complemented the overall palette.

The brand mark’s symbolism is deeply rooted in the key themes identified during the Brand Noun Exercise, with the central motifs revolving around heart and handshake—reinforcing trust, connection, and hospitality.

Thank you 🙏

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©2025 Vong Hang. All rights reserved.

VONG. HANG

©2025 Vong Hang. All rights reserved.

VONG. HANG

©2025 Vong Hang. All rights reserved.