I wanted to create an icon that would be immediately recognizable if used without the logotype. After many, many sketches I landed on what I call the mitten-bell. Incorporating Michigan’s highly recognizable eastern coastline, the logo is both simple and iconic. I played around with incorporating the UP in some way, but nothing ever fit aesthetically. The logotype is based on Lost Type’s Geared Slab, with the slabs being reshaped to match the shape of the mitten-bell.
Bell’s calls their beers ‘brands’. I decided to continue that trend, giving each brew it’s own illustration, spot color & type treatment. The system is unified through a consistent line weight and illustration style, as well as incorporation of the mitten-bell.
Ad & Website
The current Bell’s Brewery website is a mess. I cleaned things up a bit, improving navigation and legibility without sacrificing content.