Solarex Diner

Blacksburg, VA

Cooper Carry's brand team developed the Solarex diner brand for the new dining facilities at Hitt Hall at Virginia Tech.

This dining hall outlet is a classic diner. Cooper Carry developed the name Solarex after doing intensive research on Virginia Tech - it comes from the lyrics of the "Old Hokie" spirit cheer, created in the late 1800s:

Hokie Hokie Hokie Hy
Tech Tech V.P.I!
Sola-Rex, Sola-Rah
Poly Tech Vir-gin-ia
Ray Rah V.P.I.

The diner concept of Solarex offers just what its tagline suggests: good food and strong coffee. The brand design drew direct inspiration from the classic neon signage of traditional American diners, but put a modern twist on the design through the contemporary color palette. The design feels nostalgic and warm while still being distinct and memorable. Different iterations of the brand design include the primary logo lockup and a stacked version for different applications.

Hitt Hall will feature a 600-seat full-service multivenue dining facility on two floors of the building’s west wing, flexible general assignment classrooms on the third floor, and open collaboration zones throughout. The dining capacity added by Hitt Hall, with its nine distinct dining venues, will increase and more evenly distribute dining services for students, faculty, and staff on the Blacksburg campus. The building, designed by Cooper Carry, will provide an expanded physical presence for the Myers-Lawson School of Construction - a joint collaboration between the College of Architecture and Urban Studies and the College of Engineering - as well as a unique two-story Innovation Lab providing program opportunities for temporary and large-scale student-based projects.