Our identity for Bobby’s Burger Palace, the new joint from celebrity chef Bobby Flay, made its debut in 2008 when the restaurant opened at the Smith Haven Mall in Lake Grove, Long Island. Inspired by Flay's cross-country travels, the fast-casual menu offers takes on the classic American burger prepared with regional flavors—the Dallas Burger, the Santa Fe Burger, the Miami Burger, et al.—and, if one likes, "crunchified," or topped with chips.

Designed by Pentagram, the identity makes “burger” the tasty center of a logotype sandwich that has been blessed with an even number of letters in each word, set in a customized version of Hoefler & Frere-Jones' Knockout font. The bright colors match Flay's bold flavors, and in print applications the graphics demonstrate his exuberant personality via Flayisms like "Bobby says we're goin' to the BBP," "Bobby reminds you to ask about our topless burger," and of course, "Bobby reminds you to get your burger crunchified." The interior design is by the Rockwell Group, based on the lines and colors of Pentagram's identity.