New Logo and Branding: The Hop ReviewPosted: September 3, 2013
The Hop Review is a blog that brings together opinion, pictures and interviews with brewers, store and bar owners to provide readers with a perspective on Chicago’s growing craft beer industry. The blog’s visual identity, which includes a hand drawn logotype and illustrative detail created by graphic designer Jack Muldowney and executed across their website, business cards and stickers, infuses the blog format with a personal and clear craft sensibility.
The logotype is a solid piece of script work that confidently mixes the enthusiastic loops, ligatures and flourishes of a sign painter with the human imperfections of inconsistent paint coverage, spacing and loose edges that work well to convey an individual, personal and regional quality that is ideal for a blog that places one-on-one interviews from the area of Chicago at the at heart of its content.
The hop illustrations which surround the logotype add a really nice level of finer detail with a good eye for light and shade, a bright but natural green colour palette and a retrospective influence that is appropriately reflective of the long history of home and microbrewing. These are enhanced by a full bleed across the front panel of the business card and complimented by the period agricultural sensibilities of curved baselines and slab-serifs of the reverse.
Together these two assets leverage the artistry of hand illustration and script writing to bring a small-scale locality and craft to a digital format and convey the skill associated with brewing.
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Richard is a British freelance designer and writer who specialises in visual identities and packaging. He’s written for Brand New, Design Week and The Dieline, featured in Computer Arts magazine and also runs the resource Design Survival.