The client came to me in need of a strong, simple logo that they could use to represent their new beer company. They wanted something contemporary without being trendy, and something that would not only help them stand out amongst competing local breweries, but also national retailers as their business expands. It was crucial to develop a memorable mark that would work on a vast array of items in a very simple manner, but still have impact and link specifically to their company.

The process I undertook was straightforward, anchored by a strong study of craft beer companies and breweries, not only in the Southern California area, but nationally as well. The competitive analysis guided me throughout the logo development, informing everything from my initial sketches, to initial directions, to the final design. The client was presented seven initial concepts, narrowed them down to two, and ultimately we settled on and finalized this design.

Ultimately, this logo design was extremely successful for the client. It fulfilled all of their needs, and helped them to establish relevance in the marketplace. Most importantly, the logo is truly and uniquely theirs, as the icon is both Lincoln’s iconic Stovepipe hat and a pint glass sitting on a coaster. It’s capable of conveying “Lincoln Beer Co.” in a single, memorable image. The whole lockup is an extremely strong logo overall, and certainly embodies the client’s desire for “clever simplicity.”