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The Fours Restaurant and Sports Bar is a New England Institution. First opened in 1976, it has since expanded to 3 locations in Boston and the South Shore. A brand refinement was necessary to remain at the forefront of the industry, but since the original logo provided such important brand recognition, it was essential to still apply it strategically in certain circumstances. Drawing inspiration from the restaurant’s history, impressive collection of memorabilia, as well as the lore and nostalgia of American sports, the refined brand uses a bold, slab font complimented by vintage-style script. More expressive typography and palettes were used for unique marketing campaigns that were targeted toward specific audiences.