Centimeater

A ruler is an unusual thing to find in a burger logo. Here it stands upright beside a triple cheeseburger, its marks level with the patties, and the name beneath splits into two colours: CENTI in white, MEATER in red. The pun lives in the American spelling of the unit, centimeter, with meat slipped into its second half. British English writes centimetre, but the ear does not care, and the joke arrives intact.

The idea is precision. Each smashed patty is measured to the centimetre, and the menu is sized by height rather than by the vague old ladder of regular, large and monster. The concept board reads like a tape measure: 1cm The Classic, 2cm The Double Standard, 3cm The Triple Threat and, at the top, 4cm+ The Centimeater Challenge. A customer would know what they were ordering before reaching the till, and the plus sign on that last panel is a dare, politely put.

Numbers also make good packaging. In the mock-ups the boxes and bags carry their size as a headline, so a stack of takeaway boxes doubles as the menu, and a paper bag marked 2cm tells the whole office who went for the Double Standard. A tagline card lines up a steel ruler against three patties, with a red dot at each centimetre. There would be the regular who works up the board over a month, and the friend who points at the 4cm+ panel and says nothing. A name with its own unit of measure gives a burger business a way to talk about quality that anyone can check. Bring a ruler; nobody will mind.