I DRANK A LOT FOR THIS
THE COMPANY
IN
of “Research”
MARIETTA BREWING COMPANY
R E - B R A N DI NG ZAYNE PARMITER
Paul Rand
one of the world’s greatest designers states that
“ a lo g o is a fla g , a si g nat u re , an esc u tcheon , a street si g n . A lo g o does not sell [ directly ] , it identifies . A lo g o is rarely a description of a b u siness . A lo g o deri v es meanin g from the quality of the thing it symbolizes, not the other w ay aro u nd . A lo g o is less important than the product it signifies; what it represents is more important than w hat it looks like . T he s u b j ect matter of a lo g o can b e almost anythin g . �
THE COMPANY
CURRENT LOGO/inspiration
Located in the heart of historic downtown Marietta, OH the Marietta Brewing Company is the oldest and only Brew pub. It was a pre-prohibition brewery and was Marietta’s longest lasting brewing establishment. The Brewery actually showcases the brew house, where the copper plated brew kettles act as the store front display. You are actually forced to walk through the brew house to get to the brick laidened restaurant, which sets a very rustic and enticing tone. I’ve spent a lot of time at The Brewery and it’s a great place for having dinner or drinking with friends. However, their branding is very out of date. I kept up a dialog with Owner/Operator Tony Styer and he agreed with me about the logo. He already had plans of his own to re brand the company or to just update the logo anyway, so I was in luck.
As for what inspired me, I think logos that have hidden images inside of them are the best. It forces a person to study the logo and spend more time with the brand, which simultaneously imbeds it deeper into their mind. While researching logo design and brand images and was really excited to start this, however, I didn’t know how tough it was going to be.
MIND MAPPING GRAIN, HOPS, BARLEY, MALT, NUTS, WHEAT, PAW PAW, CITRUS, CARMEL
REPUTATION, AGED, MANHOOD, LOCAL, NAME, CRAFTSMANSHIP, COMPASSION FRAT, DRINKING AGE, COVER CHARGES
INGREDIENTS
RESPECT
KINGS, BEER PONG, BOOM, SCREW THE DEALER, QUARTERS
COLLEGE FLAVOR ROASTY, CRISPSMOOTH, FOAMY, THICK, BUBBLES,DARK, LIGHT,CRAEMY FRUITY, LIME, THIRST QUENCHING
BEER
LIQOUR GIN, WHISKEY, RUM VODKA, BURBON, COGNAC, SHOTS
KEG
SMELL HOPPY, BITTER, SKUNKY, PUNGENT
DRINKING GAMES
BREWERY
PARTY LOUD MUSIC, PONG, DANCING, COVER, BOUNCERS, PUKE
ALCOHOL
SOCIAL CONTAINERS
SOLO CUP, CANS, 40oz., PINT, SHOTS, TUMBLER, FLASK, BOTTLES, GROWLER, DAS BOOT
STAFF
BARTENDERS, BARMAIDS, BOUNCERS
BAR COVER CHARGE, TAPS, POOL, STOOLS, ATMOSPHERE, RUSTIC
MUSIC LIVE, OPEN MIC, JUKEBOX
FLIRTY, COWORKERS, HAPPYHOUR, FRIENDS
Microbrew Thirst-quenching RUSTIC Enticing AURA Friends
FIRST ROUND
[SKETCHES]
When the project first started and my initial research was completed I tried extremely hard to avoid cliche’s of beer logos; Hops or Barley or ornate decorations. After all my sketching I slipped into that trope, forgetting what I initially set out not to do. I tried to incorporate the hidden images in a logo or two without any success, but I found something I could hold onto. The typography versions of the logos got a lot of attention and I decided to explore those more on the next round.
SECOND ROUND
[15 DIFFERENT B&w]
After the first round, I liked the ideas that I generated so I wanted to bring in elements from those ideas and maybe even retool them a little. Shifting gears at this point because of my eye opening conversation with Mr. Styer. He pointed out that they’re not just a brewery or a bar, they’re a music venue and a restaurant too. He also pointed out the history of Marietta and how that’s integrated into the current logo. I took none of this into consideration, even through all my research I over looked
M BC
these aspects and tried to incorporate it more.
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Marietta Brewing
MARIETTA Brewing COMPANY
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MARIETTA BREWIN G COMPAN Y
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Marietta Brewing Company
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THIRD ROUND
[TOP 3/FINAL LOGO]
After reworking the three that I thought were the strongest it was unanimous that I go with the circle logo with the beer bottle silhouette in the center. Then it was suggested that the type part of the circle logo just be the logo. The simplicity of it and the variation with the circle and silhouette that can be applied in more places.
MARIETTA Brewing COMPANY Marietta
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FOURTH ROUND
[color/TEXTURES]
These color and texture pallets solidified the logo that I chose as my final, the look and the colors on these just took it to another level. The other two logos looked great but there were readability issues especially with the bridge logo. It seemed that way with every single texture that I applied the bridge logo to. In the end it was the purple, orange, and white circle logos that really caught everyone’s eye. The circle logo applied to the brick texture also popped off the page.
THE BUSINESS PACKAGE
For the bottle opening business card I placed a possible slogan on the back, next to the bottle opener that reads, “The whole world is about three drinks behind. Not us though�. I played around a lot with the layout and which version of the logo to use, ultimately landing on using two versions on the front and the back. Then, for the letter head and envelope, I thought a letterpress effect complimented the pressed look that’s on the business card.
THE WEBSITE The Brewery’s website design has been poorly executed by Acactive.com, with a lot of information located on the front page, and a distracting background. I upgraded the website by condensing all of the information onto separate pages, and merged a few of the pages that had common ground with one another. I also made the home page a little more interactive with the Shop bar at the bottom and a Live Music Feed for nights when bands play. I took the brick background element but made it more subtle so that the body of the site would stand out.
THE WEBSITE
[Cont.]
THE APP Other than their website, The Marietta Brewery Company hasn’t explored any other kind of digital media, and neither has any of their competition in the surrounding area. To give them another leg up on the competition I thought that an App for the iPhone/iPod would do just that. I kept the look close to the website’s style but changed it up a little so that it would have it’s own identity. There are 5 pages or sections to the App that each show different aspects of what The Marietta Brewing Company does. The App starts out on a home page that would be updated daily or weekly depending on the schedule of how they change their specials.
On the second section is where guests can make reservations without having to call in. You fill in your information and they would e-mail you back as soon as possible
The Beers On Tap page is just that. When you hit the bottle cap button it scrolls through the beers and gives you a short description and alcoholic content.
the confirmed time and date of your reservation.
This page would show
Today’s Deals could
you the upcoming
easily be confused for
musical talents to take
“Today’s Specials” but
the stage at The Marietta
this is actually a digital
Brewing Company. It
coupon page where you
would show the date,
show your waiter or
time, and cover charge.
waitress the coupon and get a discount off your meal or your drinks.
APPLIED First, using the growler they already sell I applied my logo to it and gave it a peeled feeling to really evoke The Brewery’s pre prohibition history. The beer pong kit would be marketed for the college crowd that visit the bar. With a campus right down the road this would surely be a hit with them and a nice little item to connect them more to the community.
The uniforms have washed colors on them and are meant to look old and worn. The logo stretches around to the back, wrapping around the waste creating an interesting composition with the name above the left breast. As for the T-shirt they would sell, it would be just a color variation as to not be confused with an employee and the name removed.
APPLIED
[Cont.]
Through my research I found that they don’t bottle their beer in bottles, it either comes from a tap and a keg, or from a growler that you can purchase. One could argue that the growler is the bottle, but what if someone wants a six pack? I designed two beer labels for two of their brews. “George’s First”, named after President George Washington and the fact that Marietta is the first Northwestern territory. Taking the iconic image from the quarter, I gave him a beer and one finger pointing up. Next was the “Brick St. Red Ale” named for all the brick roads in Marietta. I kept this design pretty graphic with the brick pattern.
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Ale Ale
Finally, I came up with the idea of $25, $50, $100 gift card coasters. The barcode would be located on the back and would be reloadable at the bar. Each one has a quote about beer on it that kind of ties in with the slogan or saying on the business card.
The whole world is about 3 drinks behind