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Beer + COFFEE = Ucluelet Brewing Co. Brand

My marketing and branding company COFFEE was excited to get the nod to create the logo for Ucluelet Brewing Co. – BC’s newest craft brewery (slated to open early 2020).

An expression of asymmetrical balance, strong but feminine, adventurous and stable.

A Brand Blueprint – Ucluelet Brewing Co.

A lot of thought went into ensuring the UBC logo maintained the same level of craftsmanship as Ucluelet Brewing Co’s beers. At the foundation is the large anchor reflecting the brewery’s rock-steady place as a community meeting place. When you visit the brewery, look for the large iron anchor on-site which inspired the design.

The anchor’s stock, shank and eye resemble a friend waiting with outstretched arms to greet you with a warm embrace perhaps after a rough day on the water… or in the office. Taken as a whole the symbolism embodies Ucluelet’s balance between adventure on the open ocean and the safe habour of home.

A wild and welcoming story well told

Nautical and wind-whipped, referencing lore and more.

Considerable effort and strategy went into subtly customizing a maritime inspired typeface to improve scale-ability/legibility while creating subtle references to waves/wind-whipped trees, whale/mermaid tails, kraken tentacles/barley sheaths and the overall magic of brewing/maritime lore. Curvatures in the letter forms mirror those in the anchor shape and other elements. This type-face is one of a kind, you won’t see it in the latest free font kit or subsequently all across Instagram.

Purpose built for merchandise and signage

Meant to be displayed vertically as well as horizontally – the wordmark was tailored to work on the brewery’s distinct trapezoid windows and ideally the prominent church steeple.

Built in a de-consecrated church, the brewery is as unique as the town. 
What good is a beer when it is not at your lips? The UBC logo was designed to appear vertically on pint glasses so it would be most legible when patrons went “bottoms up!”

What’s in a U? A lot when “ur” Ucluelet Brewing Co.!

Can you spot the hidden pint glass in the negative space of the iconic “U”? The solitary “U” logo treatment distills everything mentioned above into one icon – stability and security, maritime lore and a well-crafted pint to welcome you join friends on the wild West Coast. What would a brewery logo be without a beer reference right?

ucluelet brewery hat
The logo is frequently accompanied by the “Safe Habour” subtitle which is a rough english translation of “Ucluelet”.

COFFEE Business Stimulus provides business strategy, communications and branding for a digital world. We put our hearts and minds into solutions for tourism, hospitality and fashion brands. Creating your brand is why we get up in the morning.

Contact us for a free COFFEE consultation. Let’s get good things brewing.

By trevorjurgens

Your source for content and experiences that get shared. Get off the social media / marketing treadmill? Contact me to hack human nature.

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