Wise Guys is the local watering hole for a friendly community oriented neighborhood. Wise Guys is known for it’s cheap drinks and simple vibes, housing a lot of the local regulars. Lately this old fashioned dive bar has been expanding it’s clientele to a more youthful crowd. That’s what this new brand image is about. A new youthful modern look, while still maintaining it’s old fashioned roots.
The new logo utilizes a simpler/cleaner, yet still retro type face. The base design is inspired by old sign art and vintage alcohol labels; hence the emphasis on the type & the wave layout, and the rectangle badge. I wanted to really hone in on the playfulness of the mark, Wise Guys is known to be the fun laid-back place in the area. To do this the wave of the letters was used to create a fun loose feel, paired with a mascot icon done in a retro style. The idea was to utilize a “village idiot” kind of feel with the character, to have a little fun and match the feel of the dive bar. I wanted the design to feel very open, which is why elements break out of the rectangle; both to give an airiness as well and bring focus to the type.
Thanks for watching!
