Skip to main content

This is a logo of an eatery in London. Ring any bells! Yes, it’s the imposing logo of Barbecoa, the high-end first BBQ eatery in London.

I love this logo design. The lettering, the circle around the letter and the font make me fall for this one.

As a logo and brand designer and marketing strategist, I have had several logos created with the letter B, yet I always feel disappointed that I haven’t done this one myself. I have had a sort of affinity with this one since I first saw it because my family name begins with a B and I have used my family name to the video channel and other social media channels; furthermore, my lovely wife’s name also begins with a B, which she has used for her cookery website.

(‘Barbecoa’ is not to be confused with either ‘Barbacoa’ restaurant in Boise, Idaho or ‘Barbacoa Bali’, in Kerobokan, Bali, Indonesia.)

This royal insignia of the Barbecoa steak house, on the first floor of the New Change Passage mall in London, close to St. Paul’s Cathedral, tells us the whole story in brief. Though it was opened in 2010, it has gained such a popularity that there is a joke taking rounds that when the Saints from heaven returned to heaven after attending regular Sunday masses at St Paul’s Cathedral, their peers would ask them if they had visited Barbecoa!


And it’s true because the Cathedral is so close to Barbecoa that the spiritually hungry souls can have a fill of sermons at the Cathedral and, being exhausted after taking in the strong dose of spirituality, can have a satisfying bite at Barbecoa to satiate their corporeal desires — a drop of cool wine and a bite of sizzling steak!

The dome of the cathedral can be seen from inside the restaurant and as Dave H. from Manhattan, New York, a satisfied guest at this steak house, put it in his review: “Going to this restaurant (Barbecoa) without getting the evening view of St Paul’s is an oversight.”

Barbecoa is the creation of two very prominent chefs: a British chef, Jamie Trevor Oliver (Jamie Oliver) and an American chef, Adam Perry Lang.


Jamie Oliver, MBE, FRGCP (Hon), is an institution – a well-known chef, restaurateur, actor, TV personality, product promoter, author of cook-books, under-30 British millionaire, philanthropist and founder of Jamie Oliver Food foundation, (besides being dyslexic).

Much has been written about this personality, and writing more about him here won’t make him any more famous. So I’ll leave him with the comment that his brand building is so strong that in his news article on23, December 2013, Jonathan Owen wrote about Alain De Botton, ‘Living Architecture’ founder and one of the eleven experts on the Farrell Review commission under the auspicious of the cultural minister Ed Vaizey, as saying: “we (the Brits) need a Jamie Oliver of architecture to save us from uninspiring design.” Getting such a comment from such personality as Alain de Botton is certainly a great honor to anybody who is not actually an architect but an entrepreneur.

Jaime Oliver London

Photo Credit

Jamie has three restaurant brands — Fifteen, Jamie’s Italian and Barbecoa. Jamie Oliver’s Fifteen, a restaurant and bar, was opened in Islington, London in 2002. Jamie’s Italian, started in 2008, has about 35 (franchised) branches in cities all over the world, including Dublin, St Petersburg, Singapore, Dubai, Istanbul and Hong Kong, and plans are being drafted to spread to other cities, too, including cities in the USA and Canada, and our grand ‘Barbecoa’ in London in 2010.

And his charity activities are, in addition, something we all must appreciate. To help and train “disadvantaged” youth to work in the hospitality industry, Oliver established the ‘Fifteen charity’ restaurant in London, and opened more around the world when the first one did well. There are Fifteen Amsterdam, Fifteen Cornwall and Fifteen Melbourne (but Fifteen Melbourne was closed).

However, it’s not fair on my part if his campaign for ‘better food’ is not highlighted here as his effort in this issue has changed people’s perception of food stuff given to kids at schools, and the need for children to know where the food comes from and how to cook and eat… healthy foods.

[quote align=”center” color=”#999999″]Please, sir, I want some more.[/quote]

Jamie Oliver wants the kids at schools and people in the communities to learn more about food and to eat more and more organic foods. He condemns junk food and attributes the present day obesity problem and lack of appetite in kids mostly to the junk food and unhealthy eating habits. Now his foundation ‘Jamie Oliver Food Foundation’ is working hard in several countries, making people realise the importance of good food, and gradually, gaining momentum in such a way that the governments are made to consider some of his suggestions.

Though Jamie didn’t start this foundation to get free publicity, the social activities through the foundation certainly add a feather to his colorful hat.

Adam Perry Lang

Photo Credit

Adam Perry Lang is a celebrity in his own right: he’s a renowned chef, barbecue expert, writer of cook-books and TV personality.

After working for some great chefs and learning the art of cooking dry, he opened his own restaurant Daisy May’s BBQ USA, in the heart of New York City, New York in 2003, and later joined hands with Jamie Oliver in founding Barbecoa in London. However, when Jamie decided to open his Jamie’s Italian restaurants in the States, Lang resigned from active participation in running Barbecoa but stayed on the board as a share holder. (Therefore, I won’t elaborate on him here. You’ll find more on Lang in my article on Daisy May’s BBQ USA and Adam Perry Lang, which I’ll post shortly.)

Back to Barbecoa:


I was at Barbecoa with my family and I must say it was a tremendous outing. We spend some time in St Paul’s Cathedral, walked about and shot some great photos. And when we were really hungry, we headed to Barbecoa. Like every other first timer to Barbecoa, we also walked into the Barbecoa Butchery, Oliver’s deluxe butcher’s that supplies meats to the restaurant upstairs, and the exasperated lady there directed us to the first floor (she must have already showed the way to the upstairs restaurant to several novices like us).

And there the smell of meat cooking on direct fire, BBQ, welcomed us.


The atmosphere was very enjoyable. You don’t ask the question: ‘Is it true that the food tastes better when you eat it in a relaxed atmosphere?’ because you’ll certainly realise after eating at Barbecoa that it does. You have everything on the menu, from the chef’s recommended steak to barbecoa’s specialities.

Just the look of the dishes made our mouths water. We enjoyed the wine, the food, the service, the view of the Dome and the entire atmosphere. Though no saint or satan asked us how the food was, we told ourselves that it was good.


The ice-creams and desserts were so good that my little daughter found it unnecessary to use a spoon; she slurped up the dessert directly from the cup!

A guest who was impressed with the wine list there wrote in his review that he gave half a star to Barbecoa just for having Pappy Van Winkle wine on the wine menu.

Such was the Brand Image Jamie’s restaurant enjoys.


At a restaurant where you have the best chefs and great food, you’ll undergo some changes. By the time you arrive at the desserts, the changes bring out the best of you, as a caterpillar transforms into a flirting butterfly. The soft music sets you into the right mood; the cool, smooth wine fine-tunes your senses; the delicious food satisfies you tummy; the satisfied tummy tickles your heart; the tickled heart beats hard, swelling up love which touches your mind like the gentle ripples of a lake lapping the shore; and you move closer to your loved one… involuntarily.

Mean while your credit card, after being swiped, is brought back to you on a silver tray like a sceptre being brought to the monarch on the throne.

Now & Here:

Finally, it was time for us to leave Barbecoa. I didn’t notice that I had licked the plate clean until I saw my favourite logo ‘B’ on it staring back at me… gleefully, as if saying:

The Proof of the Pudding Is in the Eating!


The Brand Image is so strong that you can’t ignore it even if you mistakenly believe your business is small and needs ‘no’ branding! (The young English lad, Jamie Oliver, who worked in his parents’ eatery for some pocket money now runs a business empire worth more than £ 155 million!)

Mash Bonigala

Mash B. is the Founder & Creative Director of Logo Design Works. Since 1998, Mash has helped thousands of businesses express their brand messages through creative and award winning logo designs.