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Enrique Limón

Tecolote Café Drops 'Café' Part, Debuts Spiffy New Logo

The eatery reopens next month along St. Michael’s Drive

October 6, 2014, 11:00 pm

Leading up to its reopening next month at 1616 St. Michael’s Drive, a new logo and refreshed name are all part of Tecolote 2.0.

As we first reported, the venerable eatery was unexpectedly served with an eviction notice in April of this year, and what was thought to be a 90-day relocation period has expanded into months.

“We really like the interpretation of the new owl,” owner Katie Adkins, daughter of Tecolote founders Bill and Alice Jennison, says in a press release received by SFR late night on Monday. “It has a very southwestern, ‘Phoenix from the ashes feel,’ without losing the comfort of the very familiar owl face.”

Along with the abstract logo, the eatery will debut a new website closer to its reopening and is dropping the ‘Café’ part of their name—a move prompted by branding agency Iroots Media, LLC.

“Many residents of Santa Fe know Tecolote Café as ‘Tecolote’ or simply as ‘The Tec,’” Iroots’ VP of  creative and marketing Ben Clabaza says in the bulletin. “[S]o, we recommended to drop ‘café’ so that the name fits with the local language.”

A few things however, like the yellow, black and red palette as well as the locale’s famous breadbaskets will remain the same.

What do you think of the revamped logo?


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