THE COMPANY

of “Research”

I DRANKA LOTFOR THIS

MARIETTA BREWING COMPANY RE-BRANDING ZAYNE PARMITER

IN

Paul Randone of the world’s

greatest designers states that

“ A L O g O I S A F L A g , A S I g N A T u R E , A N E S C u T C H E O N , A S T R E E T S I g N . A L O g O D O E S N O T S E L L [ D I R E C T L Y ] , I T I D E N T I F I E S . A L O g O I S R A R E L Y A D E S C R I P T I O N O F A b u S I N E S S . A L O g O D E R I v E S M E A N I N g F R O M T H E q u A L I T Y O F T H E T H I N g I T S Y M b O L I Z E S , N O T T H E O T H E R w AY A R O u N D . A L O g O I S L E S S I M P O R T A N T T H A N T H E P R O D u C T I T S I g N I F I E S ; w H AT I T R E P R E S E N T S I S M O R E I M P O R T A N T T H A N w H A T I T L O O K S L I K E . T H E S u b j E C T M A T T E R O F A L O g O C A N b E A L M O S T A N Y T H I N g . ”

THE COMPANYLocated 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is very out of date.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.

CURRENT LOGO/inspiration

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

BEER

BAR

SOCIAL

PARTY

KEG

SMELL

MUSIC

COLLEGE

FLAVOR

INGREDIENTS

REPUTATION, AGED, MANHOOD, LOCAL, NAME, CRAFTSMANSHIP,

COMPASSIONFRAT, DRINKING AGE,

COVER CHARGES

GRAIN, HOPS, BARLEY, MALT, NUTS, WHEAT, PAW PAW, CITRUS, CARMEL

HOPPY, BITTER,SKUNKY, PUNGENT

ROASTY, CRISPSMOOTH, FOAMY, THICK, BUBBLES,DARK, LIGHT,CRAEMYFRUITY, LIME,

THIRST QUENCHING

DRINKINGGAMES

KINGS, BEER PONG,BOOM, SCREW THE DEALER, QUARTERS

STAFF

LIQOUR

CONTAINERSFLIRTY, COWORKERS,

HAPPYHOUR,FRIENDS

LOUD MUSIC, PONG,DANCING, COVER, BOUNCERS, PUKE

GIN, WHISKEY, RUMVODKA, BURBON, COGNAC, SHOTS

SOLO CUP, CANS, 40oz., PINT, SHOTS, TUMBLER,

FLASK, BOTTLES, GROWLER, DAS BOOT

ALCOHOL

BARTENDERS, BARMAIDS, BOUNCERS

LIVE, OPEN MIC,JUKEBOX

COVER CHARGE, TAPS, POOL, STOOLS, ATMOSPHERE, RUSTIC

BREWERY

RESPECT

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]

bm CO

ccMARIETTA BREWIN GCOMPAN Y

M CB

COCMariettaBrewing

BrewingMARIETTA

COMPANY

Marietta Brewing

MB

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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 these aspects and tried to incorporate it more.

Marietta . Brewing . Company

MBC

Co.

Marietta

BrewingCompany

Brewing

MaR etTACo.

mBC

AriettacompanyBrewing

Marietta

THIRD ROuNDAfter 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

[TOP 3/FINAL LOGO]

BREWING COMPANY

BrewingMARIETTA

COMPANY

Brewing

Company

Brewing

Company

Brewing

Company

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 wEbSITEThe 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 APPOther 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 confirmed time and

date of your reservation.

This page would show you the upcoming

musical talents to take the stage at The Marietta

Brewing Company. It would show the date,

time, and cover charge.

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.

Today’s Deals could easily be confused for “Today’s Specials” but this is actually a digital coupon page where you show your waiter or waitress the coupon and get a discount off your meal or your drinks.

APPLIEDFirst, 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

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redAle

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[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.

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