This represents a portion of the design thinking and process of a brand identity exploration for Miller's Ale House restaurants.
LOGO DIRECTIONS
Above are the 3 main directions we explored—below is a bit of the process it took to get there, starting with inspiration from the great illustrator Dick Daniels.
GRAPHIC LIBRARY
We hired Dick to create a library of fun graphics to work with as we explored various type treatments, colors and shapes.
DESIGN DIRECTION ONE
This was the first direction that began to formulate so we refined it further and put together style boards and mockups to help envision how it would look.
DESIGN DIRECTION TWO
An alternative direction began to take shape as we eliminated the characters and focused on the playfully nostalgic type and fun brand language as well as secondary graphic elements.
DESIGN DIRECTION THREE
A simplified logotype was designed as a third direction where we explore unique traits like inline type treatments, random corner rounding, imperfect letterforms and complementary shapes.
BRAND APPLICATIONS
This direction was chosen by the client after several rounds of refinements and simplification and has been applied to storefronts across the country as well as in marketing and on their website.
