The opportunity to create an entire graphic identity from scratch does not happen very often, particularly for one as extensive as this one. Fortunately, the clients were amazing to work with. The business name is based on their last name, "Mack."
Logotype Studies
The concept for their identity came early in the logo creation process; fictional tricksters throughout history. This is why you see the transition from a Wild West, somewhat insane looking logo to a stylized M/Mad Hatter option. The logotype would receive additional work to make it look a bit more mad by simulating an old typewriter and using randomly capitalized letters.
Secondary Symbol
The symbol works best when it is on a light background, mostly due to the flowing head of beer needing to be white to make the most sense. For this reason, a secondary symbol was created. As long as the logotype has been established elsewhere, the secondary symbol can be used.
Brand Guidelines & Graphic Standards
I created a comprehensive set of instructions for the clients to follow to ensure they maintain the strength of their new identity. For example, Helvetica Neue was chosen as the primary typeface to contrast with the American Typewriter-based logotype. A full color palette was also created, based on the natural colors of the sunrises and sunsets against the mountains of their location in Golden, Colorado.
Website
Elements of the Graphic Standards were faithfully followed in the creation of the Mad Macks Brewing website which includes all the information you could want and includes an integration with their Instagram account to keep the events section up to date with a minimum of upkeep.
environmental graphics
The brewery location features a long wall nearly running the length of the space. To reinforce the brand identity and create visual interest from this monolithic element, I designed an abstract mountain range. Within many of the triangles will be unattributed quotes from noted tricksters throughout history. This creates an opportunity for patrons to discuss the quotes and figure out who might have said them. This is anchored by a four foot diameter secondary Mad Macks symbol.
Exterior signage
Business cards
Illustrations of anthropomorphized animals popularly used as tricksters in folklore are paired with quotes from famous tricksters or about tricksters favored by the owners add a nice personal touch to the cards. A hint of color from the palette is added to the illustrations to give the otherwise grayscale images a pop like a vintage colorized photograph.
Crowler Labels
bottle renderings
apparel
