The Slanted Door has defined modern Vietnamese food in San Francisco since 1995. Led by award-winning chef Charles Phan, The Slanted Door is situated in the Ferry Building overlooking the San Francisco Bay. Manual worked closely with the Phan family to identify the values and personality traits of the restaurant, before undertaking a redesign of the identity. Manual developed a logo
and associated visual language that was as modern and sophisticated as the restaurant's food. The resulting mark references the ‘slanted’ aspect of the name and utilizes a single line to bring a distinct and memorable element to the identity. With family being a core value of the Slanted Door group, this unifying line conveys the notion of connection. A supporting monogram is used as a sign-off, bearing resemblance to a nautical flag — a fitting connotation given the restaurant's location at the water's edge. This monogram is used on branded items, and to represent the umbrella company The Slanted Door Group. The identity is applied in copper ink and foil across a muted, sophisticated color palette. All paper menus fold at an angle, providing a simple, unusual touch.