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HOOK's job was to create a logo for Charleston's oldest bar. The Blind Tiger opened it's hidden doors in 1893. Since then it's been hidden and revealed several times. It's steps away from the dungeon pirates awaited trial at the corner of Broad and East Bay. This is next to the harbor where Edward Teach a.k.a. Black Beard held the city under siege. This bar is on the same street where the patriots of the Southern colonies organized against the crown. Needless to say we felt a little heat to make an icon tough enough for the job.
Our first suggestion was to have no logo at all because these bars were secret. We were happy when our client insisted he needed the logo outside.
Because the place is so old we approached it more like we were branding a museum.
This street and the bar itself is all legal in nature. All the courthouses and law offices are on Broad Street. So the tone has to be buttoned-up enough for the silk-tie-target.
I drew monograms until my hand hurt. Then I slept on it and when I looked at the sketches in the morning I saw the start of a tiger's face. We presented that rough sketch to our client and he agreed it had the grit we needed to honor the history of this beloved joint.
The logo is on plenty of merchandise. Etched mugs and embroidered polo shirts are some of the sweeter looking merch for sale. The client is in love with the icon. This neighborhood misses their favorite spot so the South of Broad newspaper is currently running a front page ad featuring the new logo free of charge.