The Strutt Bar, Kalamazoo, MIA popular bar and cafe in south-west Michigan, The Strutt presented this project as an open call. The chosen identity would be rewarded with free drinks; quantity to be determined. Obviously, I couldn't pass up the chance.
The Strutt Brandmark, 2009Presented to the small establishment, the rooster translation was used in reference to a large aluminum sculpture placed inside the Strutt bar area. The obvious relationship being that roosters are known to strut. The typeface and colors were selected to mirror interior design elements and style. The branding was simplified to “Strutt,” in order to simplify the visual presence.
Concept AThis variation divides the selected brandmark into two distinctive parts; the logo and the type. This allows for a more versatile and easily recognizable visual. Using two equally impactive parts gives designers the opportunity to use the mark individually or both pieces together to create more interesting branding compositions without compromising viewer recall.
Concept BThe Strutt uses it’s front house as a cafe, giving locals a comfortable environment to relax and grab a cup of coffee, while the back area serves alcohol and has built a reputation for great live music. 'Concept B,' is intended to reflect each alternate personality of the Strutt while also hinting at the widely recognized triangular shape of the building.
Concept CThough a complex translation, the use of a peacock feather in 'Concept C,' was another attempt to create a visual representation for the act of strutting. Similar to the rooster, the peacock is also known to strut about, making noise and showing off it’s colors. A bold, simple typeface was chosen to balance the complexity of the feather.
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