dtsj brewing co
dtsj brewing co
This was the original logo. While it is simple and clean, I felt that the logo did not do justice to the lively atmosphere and identity of DTSJ Brewing.
This was the original logo. While it is simple and clean, I felt that the logo did not do justice to the lively atmosphere and identity of DTSJ Brewing.
DTSJ's identity is centered around beer (of course) and music. They pride themselves in their sound system, which they use when hosting vinyl nights and other music-related events. I wanted to incorporate those ideas into a cohesive logo design.
DTSJ's identity is centered around beer (of course) and music. They pride themselves in their sound system, which they use when hosting vinyl nights and other music-related events. I wanted to incorporate those ideas into a cohesive logo design.
I explored the idea of a vinyl record over strong "DTSJ" typography. The goal was to represent their passion for both beer and music, but also their identity as a brewery that uses Californian ingredients when brewing their beers. I also tried using a redwood tree stump to double as a vinyl record and an implication of Californian identity.
I explored the idea of a vinyl record over strong "DTSJ" typography. The goal was to represent their passion for both beer and music, but also their identity as a brewery that uses Californian ingredients when brewing their beers. I also tried using a redwood tree stump to double as a vinyl record and an implication of Californian identity.
I narrowed down my designs to focus on the vinyl/rainbow shape, which doubled as a representation of DTSJ's music and identity in Sunny California. From there, I experimented with different typography and vinyl shapes.
I narrowed down my designs to focus on the vinyl/rainbow shape, which doubled as a representation of DTSJ's music and identity in Sunny California. From there, I experimented with different typography and vinyl shapes.
Here, I refined and finalized the logo. I experimented with the negative space and shapes created by the "SJ" part of the main text. I modified the "S" and "J" shapes until I arrived at the final logo on the right.
Here, I refined and finalized the logo. I experimented with the negative space and shapes created by the "SJ" part of the main text. I modified the "S" and "J" shapes until I arrived at the final logo on the right.
I decided to use Flegrei for my primary text and Paraluscent for my secondary text. I cleaned up the type by lining up the S and J with the negative space in the half-vinyl to tie the composition together. The negative space created between the "S" and "J" show a draft spout with beer being dispensed. In addition, the "SJ" is isolated to be the brandmark. Here, the logo can represent the three biggest parts of DTSJ Brewing Company: Beer, music, and being a local business in the heart of San Jose.
I decided to use Flegrei for my primary text and Paraluscent for my secondary text. I cleaned up the type by lining up the S and J with the negative space in the half-vinyl to tie the composition together. The negative space created between the "S" and "J" show a draft spout with beer being dispensed. In addition, the "SJ" is isolated to be the brandmark. Here, the logo can represent the three biggest parts of DTSJ Brewing Company: Beer, music, and being a local business in the heart of San Jose.
I wanted the brand's colors to be as bright, bold, and lively as the atmosphere on a busy night at DTSJ Brewing Company. The colors represent the California sun, the Pacific Ocean, and one of DTSJ's most iconic beer brews, their Scratch Red Ale.
I wanted the brand's colors to be as bright, bold, and lively as the atmosphere on a busy night at DTSJ Brewing Company. The colors represent the California sun, the Pacific Ocean, and one of DTSJ's most iconic beer brews, their Scratch Red Ale.
MOCKUPS
