I guess I’m a stickler for good typography. And when a word or name is supposed to speak out that it is a fine place to dine, I want the logo to tell the story for me. In the case for the Enoteca restaurant in Tucson, the food is delicious, but the business identity is ambiguous.
Take a look at the original logo to the left. It is a classy, embossed serif font that sets the mood for great Italian food. The logo also stands on the entrance door in glass where it can be viewed in mirrored orientation, as seen on the right. Even without the reverse view. The logo with end-cap “A” suggests we should read it from right to left. How are we supposed to know that enoteca is an Italian word. I would just as much think that it could be Hebrew.
The scarier notion is what the name reads backwards: Acetone. That’s the stuff they put in nail polish remover. A smart person would not want acetone near their supper, let alone a nice restaurant.