Americano

It brings us great joy to say that we created a logo for a physical establishment. For so long we've created things for digital, and digital alone. But when Blair Reynolds' new bar Americano opens in Portland, we'll see our work in a totally different way.

We're very proud of this logo. Americano is as much of a cocktail bar as it is a coffee house. Of course, there's a drink called Americano for each. As such, the symbol we created is a cocktail jigger, with two sides representing both the cocktails (crimson) and the coffee (brown). The wordmark takes cues from the symbol. Angles for the A, R, and C were borrowed from the slope of the symbol. The I is in exact center of the wordmark, from the leftmost tip of the A, to the rightmost curve of the O.

Check out the attachments for variations.

(Someone pointed out that the logo also resembles a Chemex, but it reminded us that we wanted to bring up why crimson was chosen in addition to the dark brown coffee color. In an Americano cocktail, one of the primary ingredients is Campari, a rich red liqueur.)

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