In Fall 2017, I was contacted by the Rock Bottom Brewing company to help fix their logo. They were planning to use it at large sizes and discovered that the quality of the logo is not sufficient for such use cases.

Surprisingly, the font is in vector format, but has significant issues.

In this example, you can see that straight serifs have curving elements and curved elements have notches and sharp points. Clearly the logo needed to be fully remastered and optimized. In the following examples, the red version is the original, and the black, the new version.

In rebuilding this design, I wanted to bring consistency and evenness to the logo. I started with the stem and serif, defining their weights, length, etc.

From there, it became an exercise in applying the design language throughout the overall design, respacing, and overall re-mastering the design—including the hop in the middle!

This was a really fun project to work on and help revitalize an existing logo, and I’m glad to see that it is making its way out into the world!