At OpenTable, the restaurants we work with are our biggest inspirations — from their hospitality and energy to they way they delight diners, night after night. It was time for our brand to reflect our passion for what can happen around the restaurant table.
In March we revealed a new OpenTable logo, color palette, voice and type — and most importantly, a new brand story that celebrates the memorable moments and experiences that a restaurant brings to life. Our team created this video to highlight the experiences that give us purpose and bring joy to our work.
“The old OpenTable brand wasn’t ever clearly defined; there was no clear brand promise other than providing restaurant reservations, which was entirely transactional with our users,” says Kate VandenBerghe, OpenTable’s Lead Brand Experience Designer, who led us through the rebrand. “Within OpenTable, we’ve been doing some great work over the past few years to define who we are and where we want to go: We’re building new experiences to enhance the dining experience, and we’re innovating in the restaurant space. But we hadn’t taken the opportunity to signal this shift to people outside of OpenTable.”
The team started out by figuring out what makes OpenTable unique: our internal culture, our products, our audience. Then came the process of exploring, defining, and refining. We explored areas such as illustrations, ads, emails and other digital touch points and experimented with new treatments. At the same time, we started standardizing the existing brand as much as we could — people within the company began to use a single typeface for communication.
We’ve updated and refined almost every one of our core experiences, but updating the brand was different. The brand is not a single touch point, like an app. It’s an expression of the company, people and promise of what we aim to achieve. When done right, it impacts almost every aspect of the service that we offer to our customers.
As restaurant owners and operators, you understand better than anyone the power of branding and how all of these details can change the way guests perceive and interact with you. So now that you know the “why,” we want to share the “how” behind the new OpenTable: how our new visuals, design and tone reflect our love of restaurants and dining.