8 Degrees Plato Beer Company
8 Degrees Plato Beer Company from Mark K. Mulcahy
8 Degrees Plato Beer Company

The owners of a new business came to us in 2011 seeking help creating a new logo and brand identity for their boutique beer store. They wanted something with Art Deco inspiration, but a contemporary feel; to look like it belonged on a bottle label, be instantly recognizable, and still be legible at different sizes and distances. The final result was a collaborative effort, working directly with the client (1). Together with the owners of 8 Degrees Plato Beer Company we created their logo. From there I conceived and produced their sign (2,3), as well as designing other marketing collateral, such as business cards, window graphics (4), and vehicle graphics. The clients have since gone on to brand pint glasses and numerous other items with this logo (5). In 2014, I was asked to modify the existing logo in order to add visibility. I created more contrast, added weight to some of the letter strokes, modified a few of the glyphs for readability, and increased the overall balance (6).

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Created with the clients riding shotgun, the groundwork for their new logo was laid within the first two hours, but involved visual research on art deco styling, font selection, font modification, and discussion until a consensus was reached.
8 Degrees Plato Beer Company's original sign, based on the original logo. The sign is constructed with duranodic bronze and beige Dibond panels, vinyl graphics, and formed plastic letters. I conceived of the sign's multi-tiered construction during the creation of the logo.
8 Degrees Plato Beer Company's original sign at night showcases the layers and the dramatic effect created by the overhead goose neck lighting.
The logo was utilized in a number of different ways and went through a variety of revisions for different purposes. These metallic gold and black window graphics are just one example of how 8 Degrees Plato set themselves apart from the common neighborhood liquor store. In combination with presenting themselves with class, the clients began beer delivery with a branded truck, became involved with their neighborhood, and engaged their customers with weekly tastings and social media interaction, sharing their expertise and passion.
The client also expanded their brand through merchandise, such as pint glasses, t-shirts, and gift packages.
In 2014, I was asked by the client to modify the logo in order to increase the visibility. I added contrast, bulked up some of the line weights, and tweaked the balance of the logo. I also took the opportunity to correct some lingering typographical flaws that I had identified over the years, such as the "B" & the "P".
These were some alternative logos that I created for the client during the latest update to their logo. I initially intended these to be a teaser for more elaborate designs and patterns that would fill the space around the logo, but they settled on the simpler revision. My suggestion was that the client keep these for potential use on special occasions.
The client has gone on to expand their business, opening their second location in Detroit's Cass Corridor. I am very happy to see their business, and their brand, continue to grow.
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8 Degrees Plato Beer Company

The owners of a new business came to us in 2011 seeking help creating a new logo and brand identity for their boutique beer store. They wanted something with Art Deco inspiration, but a contemporary feel; to look like it belonged on a bottle label, be instantly recognizable, and still be legible at different sizes and distances. The final result was a collaborative effort, working directly with the client (1). Together with the owners of 8 Degrees Plato Beer Company we created their logo. From there I conceived and produced their sign (2,3), as well as designing other marketing collateral, such as business cards, window graphics (4), and vehicle graphics. The clients have since gone on to brand pint glasses and numerous other items with this logo (5). In 2014, I was asked to modify the existing logo in order to add visibility. I created more contrast, added weight to some of the letter strokes, modified a few of the glyphs for readability, and increased the overall balance (6).

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Available
Full-time
Mark K. Mulcahy
Designer Shoreview, MN