Tangier resists peddling its logo
By Teresa Dixon Murray
When Tangier Restaurant & Cabaret opened in the World War II era, management developed a logo because that's what businesses were supposed to do.
The simple script logo had a half-dome built into the T, which identifies the restaurant's Mediterranean roots.
Forty-five years later, the logo is one of the most recognizable in the Akron business community. But items bearing the logo are hard to come by. You don't see Tangier ballcaps or dome-covered T-shirts or keychains with a sea-blue T.
"If you're an exclusive restaurant or exclusive anything, it's probably not a good idea to have your logo splattered everywhere," says Ellen Zban, director of customer relations and marketing. "But with the entertainment aspect of what we do, we have a little bit of leeway to be more lavish."
The restaurant had a gift shop until about a year ago, which featured Tangier merchandise, including a coffee mug with the logo and a wine with the Tangier label.
The only other premium products-existing in a few customers' cupboards-are practically collector's items: sherbet-style dessert dishes the restaurant once gave away with lavish desserts.
The famous logo was nearly dumped about 10 years ago, when owner Edward George agreed it was time to tweak it with a more modern look.
The T in the logo was stripped to eliminate the dome. Executives thought maybe it was cleaner and they began using it on some internal documents. But the new logo was ditched because it just didn't feel like Tangier.
When you've got a good thing, George decided, keep it.
While Tangier has resisted mass marketing its logo in the past, it might start distributing some premium products in the future, Zban says. Management has toyed with distributing Tangier pens or other items at various travel shows.
The closest the restaurant comes now, Zban says, is new buttons for the staff with the logo and the employees' names. Management developed the large buttons to help customers know who can help them navigate through the 50,000-square-foot complex. "This place is so huge, we really try to make it as personal as possible."
While the size could be an intimidating, executives bring the concept full circle back to the logo. Marketing efforts carry the familiar image and the slogan: "You'll find everything under the dome."