Type Design, Logo Updates, & Mural Design
Great Flood Brewing Co. had just purchased a building for their second location–a new brewpub–when they came to Decree. It was a three phase project that involved 1) type design, 2) updating their logo with the new type, and 3) a mural design for the restaurant.
Great Flood not only has delicious beer, but Art Deco is one of Decree’s favorite styles, so there was nothing but pure excitement when it came to the project.
Since 2014, Great Flood Brewing Company has had a handful of custom letters they’ve used for their can labels and they wanted a full set with 4 variations that included oblique versions.
After tweaking the existing letters and building out the rest of the alphabet, the fonts were then programmed so they could be typed out using a standard keyboard.
Shown below are two of the four variations (oblique options of both were designed as well). The font is named 1937 in remembrance of Louisville’s Great Flood.
1937 Semi Bold
After completing the type designs, they needed it to be implemented into their logo. Also requested were logo modifications that looked fresh, yet similar to the original.
All aspects were adjusted and balanced–especially the bottom–to push the logo more into the direction of a classical Art Deco marquee vibe. In the end, what I had pitched was too far from the original, so we backed up and ended on what is seen. They were also provided variants of the approved option (name only, a version with the fleur-de-lis in white with a stroke, etc.).
The final phase was the mural design. They requested an Art Deco piece that incorporated elements from their logo and also provided a connection to Louisville.
Two directions were sketched out (albeit quickly and roughly) to see what direction to pursue before ending up on the cityscape option (sketch not shown).
Option 1 incorporated the brewing process (brew tank, fermentation tank, keg, etc.) with well known features of Louisville.
Option 2 was a straight forward and simple incorporation of geometric shapes and elements from their logo.
(Final pictures coming soon)